The Challenge

In a category flooded by a sea of sameness, it’s hard to stand out relying only on products and services. Values and social actions can boost preference, but audiences are increasingly skeptical about brands not walking the talk.

The Insight

Audiences come to BuzzFeed to get their faith in humanity restored. They binge optimistic content and chase down uplifting human-first stories that makes them feel better about the state of the world.

Creators are BuzzFeed’s face. They represent a diverse audience who expects to see themselves represented in the media they consume. By serving their communities, our editors create a place where personal identity meets mass culture. It’s not “I want to be like that”, but “that feels like me”.

The Way In

We invited four BuzzFeed creators to do small acts of kindness on communities where State Farm had a presence and, by doing do, inspire audiences to go out and enact their own. 

Hero Videos

We launched four long-form videos from our creators and BuzzFeed’s handles, together with cut-downs for social distribution and display