ALLSTATE:
#SAVEIT4THEENDZONE
Allstate’s 2021 #SaveIt4TheEndzone TikTok Campaign
THE PRODUCT
Allstate is a leading name in home and auto insurance who has had no activations on TikTok prior to this ask. For this particular initiative Allstate was looking to position their new low rates as ‘championship savings.’ The hope was to celebrate people getting new lower rates with Allstate, like a college football team and their fans would celebrate winning a huge championship game.
THE BRIEF
Allstate is a leading name in home and auto insurance who has had no activations on TikTok prior to this ask. For this particular initiative Allstate was looking to position their new low rates as ‘championship savings.’ The hope was to celebrate people getting new lower rates with Allstate, like a college football team and their fans would celebrate winning a huge championship game.
THE BRIEF
- Bring Allstate onto TikTok for the first time with a big splash
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Work with Allstate and Starcom to create a branded effect that incorporates both Allstate and college football
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Explore possibilities of an added dance challenge component, as to address the divisive NCAA rule change of prohibiting prolonged touchdown celebrations
- Promote the effect using creators that reflect the diversity within college football
THE SOLUTION
The Allstate #SaveIt4TheEndzone Branded Effect and Hashtag Challenge
- This Branded Effect featured a a green-screen end zone and goal posts with celebratory Allstate visual branding.
- A “3, 2, 1" countdown prompted users to perform the end zone dance they may not otherwise be allowed to perform on the field.
- Rights to the song "Everybody Dance Now” by C&C Music Factory were secured to get participants into the celebratory spirit.
Branded Effect preview
Hashtag Challenge preview
THE RESULTS
Official Allstate videos by @twitchtok7, @simmango, @niasioux, @d_rench, @deestroying, @katieaustin, @officialnickkosir (Click handles to watch videos)
- Video views at high end of benchmark range of 2.2B-2.7B
- Reach out-performed our benchmarks of 65M-75M
- Engagement Rate for HTC, in line with benchmarks of 15-17% - Creation Relevancy Rate well above benchmark
- Video Views: 2.68B
- Over 3 days, videos utilizing the official hashtag garnered over 2.6B Video Views
- Engagement Rate: 15% Total Likes, Comments, Shares / Total Video Views
- Reach: 75.3MM HTC was able to reach +75MM US users in just 3 days
- The Hashtag Challenge page garnered +393MM total *Engagements leading to a 15% Engagement Rate
- SaveIt4TheEnd Zone invited the TikTok community to interact with the brand in a unique way resulting in an Engagement Rate of 15% which shows an audience that was compelled to interact with the elements of the challenge
- Total Likes: 364,054,823
- Total Shares: 19,046,818
- Total Comments: 10,793,995
- Partnering with creators for HTC helped inspire users to join in on the challenge resulting in 1,541,954 video creations by 830,724 video creators