State Farm: Staying relevant at age 90

Adam GoodeRyan Barnes

Reinvented

• Use traditional agent model

• “How can we still deliver same core values, but do it in a way that’s more modern”

Results

• New campaigns and digital initiatives

• Downplayed iconic slogan

• “Get to a better state”

• Convince drivers they still need agents

Revamped

Digital effort

Market Share

• State Farm – 18.07%• Allstate – 10.48%• Berkshire Hathaway (GEICO) – 9.22%• Progressive – 8.06%

Sources

• http://adage.com/article/special-report-marketer-alist-2012/state-farm-reinvents-90-logo-tagline-digital/238419/

• http://www.insure.com/car-insurance/largest-auto-insurance-companies-by-market-share.html