Gen Z and millennials buy products that are a direct reflection of their personality, values and beliefs. They question compatibility and true commitment, so they no longer consider brands that inauthentically partners with a celebrity or influencer. Trust drives action—these audiences are more likely to purchase a brand they trust.

This notion fueled State Farm’s BravoCon campaign because as a company they are looking to capture future demand with the next generation.

State Farm wanted to increase unaided brand awareness by building on brand perceptions of trust, reliability, and relevancy among GenZ and millennial audiences. The brand wanted to reach audiences by appealing to their passions through a bold and innovative partnership that consumers could engage with across the channels that reach them best. As a returning BravoCon partner for a third year, State Farm upped the ante with a cross-platform campaign to engage with superfans.

At BravoCon, NBCUniversal and State Farm collaborated to bring to life The Bravohood--a one-of-a-kind on-site experience that transported fans to the Hamptons— an iconic seaside locale for affluent New Yorkers— inspired by Bravo’s “Summer House” series which has strong GenZ appeal. Within the fully immersive “neighborhood,” attendees could feel at home and celebrate their fandom via interactive photo ops, and put their dedication on display with Swifty-style friendship bracelets via a custom bead bar. The Bravohood (which the name itself is a play on the words, Bravo + neighborhood, the latter having connective ties to the State Farm brand’s “Like a good neighbor, State Farm is there” slogan), truly showcased a brand’s willingness to lean in and embrace fans’ unparalleled love for Bravo. Additionally, we sought to amplify this partnership beyond the on-site footprint, across Bravo’s powerful on-air, digital and social platforms.

Targeting Gen Z and millennials, it was critical to create an on-site activation that authentically resonated with Bravo superfans. We were able to put State Farm in the center of a huge cultural moment and brought their popular brand ambassador/character—Jake from State Farm— along for the ride.

Not only did State Farm show up on-site, but the brand built a strategic presence surrounding the event to reach their target audience everywhere. State Farm partnered with select Bravo super-fan influencer accounts to create bespoke social content at The Bravohood to reach fans beyond NBCU/Bravo’s ecosystem. State Farm showed up authentically and organically weaved its “Like a good neighbor, State Farm is there.” slogan and brand ethos into the fabric of BravoCon to appeal to its target audience.

State Farm prioritized fan engagement leading up to, during and post BravoCon with a strategic cross-platform campaign that spanned 3-months.

Leading up to BravoCon, State Farm generated fan excitement through ad innovations streamed on Peacock and on-air marathons.

The Bravohood on-site experience at BravoCon included interactive activities fans could engage with that were unique to Bravo’s “Summer House” series—from photo booths to friendship bracelets. Bravo talent, like Summer House’s Paige DeSorbo (1.1M followers on IG), and influencers, like Claudia Oshry (3.1M followers on IG) stopped by The Bravohood throughout the weekend to meet and greet with fans. Each morning, State Farm got fans at home involved through a TikTok-exclusive Morning Show with highlights from the event.

Post BravoCon, State Farm amplified buzz around the biggest moments from the weekend with an exclusive recap show on Peacock, custom social content and integrated segments on TODAY & E!.

o The scale of State Farm’s BravoCon partnership was far reaching:

o 180M+ Total State Farm Cross-Platform Impressions

o #1 On-site Fan Exposure

o 82% attendees exposed to the Bravohood activation throughout the weekend

o #1 Most Repeated Partner Activation

o 38% Of Attendees Would Recommend State Farm After Seeing The Brand At BravoCon 2023 (+79%YoY)

o Younger Audiences A18-34 Have Favorable Perception Of State Farm’s BravoCon Partnership—68% agree that companies, like State Farm, that partner with BravoCon are more credible

o Younger BravoCon engagers A18-34 were more likely to seek out additional information on State Farm—59% of the exposed audience visited State Farm’s website