Jingle all the way in which: The story behind Nationwide’s viral TikTok marketing campaign

Within the fast-paced world of TikTok advertising, going viral has grow to be a coveted achievement, providing companies, like insurance coverage firm Nationwide, the possibility to achieve large audiences in a brief area of time in a means conventional media can’t.

Some insurance coverage corporations have been fast to acknowledge the worth of connecting with audiences via the platform, and just lately, Nationwide has been capable of leverage a bit of viral media into an attention-grabbing marketing campaign.

Round September 2023, audio that includes a then five-year-old Zaya Campbell (Zaya, pictured above, is now 11) singing Nationwide’s “On Your Aspect” jingle began circulating extensively on TikTok. Campbell impressed viewers together with her gospel singer-like vibrato, one thing she doubtless inherited from her mom Erica, a recent gospel artist.

Music has been the cornerstone of Nationwide’s branding – and now, its success on TikTok, in keeping with Kristi Daraban (pictured beneath), AVP of promoting and head of social media at Nationwide.

“We have now been rooted in our jingle for a lot of, a few years, and it is one thing that’s iconic to our manufacturers,” mentioned Daraban. “TikTok being a pure place the place music performs such an enormous part, we had been actually excited after we noticed that the video of Zaya Campbell was posted together with her mom, Erica.”

Nationwide’s iconic jingle conjures up viral Tiktok audio

Not lengthy after Zaya’s vocals gained traction on TikTok, Nationwide reached out to her household to collaborate on extra content material. She later recorded one other video that included her authentic audio.

_{Picture courtesy: Erica Campbell on Instagram}

“We wished to see if we may get them to do a video for us, to assist assist the virality and preserve the momentum going,” mentioned Daraban. “They had been very great to work with, and we thought perhaps it will final every week or so, and it has gone on weeks and months later.”

However the development developed, with TikTok customers posting their very own variations impressed by Zaya, which impressed Nationwide to broaden on the chance and strengthen its branding.

In partnership with Zaya’s household, the Nationwide social media group launched a TikTok problem to profit highschool music applications. In December, 5 faculties had been awarded $5,000 primarily based on the variety of likes they acquired on the platform. The preliminary contest video gained virtually 4 million views, in keeping with Daraban.

“We pulled in our influencers and companions to assist gasoline the hearth. As a model, we did not get in the way in which. We did not put any roadblocks or pointers. As an alternative, we celebrated the movies we appreciated,” the social media head mentioned.

“We ended up reaching out to numerous creators. We wished to foster it, so we tried to do all the pieces in our energy to maintain that momentum in a optimistic means, and we noticed good reciprocation.”

The opposite key was grounding the content material again to Nationwide’s philanthropy.

“We wished to root in and nurture the musical talents of the TikTok group, however particularly tie again to our enterprise by supporting training,” mentioned Daraban.

“We have now traditionally performed different initiatives that includes training, so we naturally thought what an effective way to present again. We took it within the route we thought would improve our model most, and it has performed nicely for us.”

Nationwide launched its TikTok in 2022 to interact and educate youthful audiences in insurance coverage.

In accordance with Daraban, it took their group a yr and a half to craft a novel technique for creating content material for the platform.

“This isn’t a minimize and paste of different issues we had been doing, so we needed to be purposeful and aware of how we need to method TikTok,” she mentioned.

“We began off utilizing influencers and have crafted an amazing technique of incorporating music, training, info, and ideas, highlighting some tendencies but in addition being rooted within the jingle, which I feel is without doubt one of the causes this has paid off so nicely and naturally for us.”

The viral stunt with Zaya has boosted Nationwide’s attain on all its platforms. For Daraban, consideration on TikTok is a large win that different insurance coverage corporations can leverage in the event that they’re strategic about creating worth for viewers.

“I’ve at all times thought that if you are going to be on any platform, you have to be including worth, whether or not it’s leisure, worth, or training,” she mentioned. “However you need to match the tone and magnificence of the platform, which is one thing we’ve embraced.”

What are your ideas the viral Nationwide jingle and TikTok competitors? Inform us within the feedback.