Client: State Farm Insurance (Canada) // Agency: Tribal Worldwide // Date: 2013
A true "surprise and delight" campaign, State Farm wanted to make good on their "good neighbour" slogan by executing random acts of kindness through social media.
Whether a piece of advice, a free coffee, or money for a renovation project, we searched Twitter and Facebook every day to find Canadians we could reach out and help, and solicited suggestions through the State Farm website.
I wrote social posts for Facebook and Twitter, and communicated with the (sometimes very surprised) recipients.
(Those who've run this type of campaign will notice we did this before Canada's CASTL anti-spam legislation was introduced. Today, this project wouldn't be possible.)