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

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 prospect to succeed in huge audiences in a brief house of time in a approach conventional media can’t.

Some insurance coverage firms 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 five-year-old Zaya Campbell 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 probably 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 selling and head of social media at Nationwide.

“We now have been rooted in our jingle for a lot of, a few years, and it is one thing that’s iconic to our manufacturers,” stated Daraban. “TikTok being a pure place the place music performs such an enormous part, we have 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 unique audio.

_{Picture courtesy: Erica Campbell on Instagram}

“We needed to see if we might get them to do a video for us, to assist help the virality and hold the momentum going,” stated Daraban. “They have been very fantastic to work with, and we thought possibly it will final per week or so, and it has gone on weeks and months later.”

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

In partnership with Zaya’s household, the Nationwide social media workforce launched a TikTok problem to learn highschool music packages. In December, 5 faculties have been awarded $5,000 based mostly on the variety of likes they acquired on the platform. The preliminary contest video gained nearly 4 million views, in keeping with Daraban.

“We pulled in our influencers and companions to assist gasoline the fireplace. 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 stated.

“We ended up reaching out to a variety of creators. We needed to foster it, so we tried to do every part in our energy to maintain that momentum in a optimistic approach, and we noticed good reciprocation.”

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

“We needed to root in and nurture the musical skills of the TikTok group, however particularly tie again to our enterprise by supporting schooling,” stated Daraban.

“We now have traditionally accomplished different initiatives that includes schooling, so we naturally thought what a good way to present again. We took it within the course we thought would improve our model most, and it has accomplished nicely for us.”

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

In line with Daraban, it took their workforce 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 have been doing, so we needed to be purposeful and aware of how we wish to strategy TikTok,” she stated.

“We began off utilizing influencers and have crafted an ideal technique of incorporating music, schooling, info, and suggestions, highlighting some tendencies but additionally being rooted within the jingle, which I believe is likely 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 big win that different insurance coverage firms can leverage in the event that they’re strategic about creating worth for viewers.

“I’ve all the time 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 schooling,” she stated. “However it’s important to match the tone and elegance 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.