State Farm
Tips for the storm
If a storm was knocking at your door, how would you react? This AI experience with State Farm is a virtual pocket-guide for preparing for and getting through dramatic weather situations.
Since its debut, several campaign versions have been executed to include more content on prepping for the weather season ahead.
The latest stats include:
• 5.4% lift in brand preference among those exposed to the campaign
• 13% lift in unaided brand awareness after seeing severe weather creative
• 4.5% lift in brand perception of “provides coverage which will protect me”
• 1 min 15 sec average time spent, +389% vs. Google Rich Media benchmark
The ad campaign has been recognized for the following industry awards:
IAC Awards: 2021 Best Advertising Online Ad
REGGIE Awards: 2021 Innovative Use of Marketing Technology
Google Rich Media time spent benchmark is 19.27 seconds
Building the experience: Initially, on the first iteration of this campaign, the client wanted to focus on severe weather events (mainly hurricane and winter storms but not excluding thunderstorms) using content from their website to help build and train the conversation bot. With this in mind, I broke up the brand’s web content into two different spheres—Hurricane Prep and Winter Prep. From there, I created an interaction flow referencing existing State Farm content while peppering it with conversational dialogue to guide users through the experience—this included copy for out-of-scope queries and error messages. I developed training questions from the content as well, making sure I included general questions that users would ask during certain extreme weather events (such as “Should I evacuate?,” “How do I keep my house from flooding?,” etc.) or before (such as “How do I get my house ready for winter?” or “How should I prep my car for the winter season?”).
Example Convo Flow & Experience
Severe Weather Greetings
Weather-specific greetings were used to match the weather event a user experienced in his or her location.
Seasonal Weather Greetings
In later campaign iterations, seasonal weather greetings were shown when there was no specific extreme weather event happening in a user’s area. This helped prompt users to keep storm prep top of mind in all seasons.
Example Out Of Scope responses
