State Farm x BuzzFeed

Neighborhood of good

State Farm came to BuzzFeed looking to create relevancy for its Neighborhood of Good platform among Millennials. But with audiences setting high expectations for brand CSR, our goal was to achieve demonstrable cut-through, while also encouraging people to do good in their own communities.

I developed a campaign titled “Step Into Our Neighborhood” — inviting State Farm in to the digital, social, and physical communities within the BuzzFeed network so that, together, the two brands could spread some good and inspire others to do so.

To do this, I identified four relevant BuzzFeed “neighborhoods” aligned to State Farm values — Tasty (food) , Pero Like (culture), Multiplayer (gaming), and Ladylike (entertainment) — and picked four pillars at the heart of those neighborhoods to make a social impact.

Creative Credits: Caitlin Carlson, Tara Parian, Tim Unkenholz

Good in our Neighborhood

Further Campaign Content