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State Farm® | Color Full Lives

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WHAT WE DID

The Marketing Arm (TMA), in collaboration with leading provider of multicultural podcasts Loud Speakers Network, took the branded podcast plunge for the first time in 2016 with its limited series: Color Full Lives. The goal of this podcast was to connect with African American women through a number of lifestyle topics, including monthly budgets, side hustles, and financial goal setting. This season, Color Full Lives (available on Apple Podcast, Soundcloud, and Spotify) increased awareness of State Farm® financial services and products and illustrated how African American women can live their most “Color Full Lives.”
 
To kick off Season 4, the podcast launched at the 24th annual Essence Festival in New Orleans where hosts Angela Yee, Tonya Rapley, and Aminatou Sow participated in a meet-and-greet at the State Farm activation space. In addition, our hosts appeared live at the Essence Empowerment Stage (the festival mainstage), where they spoke to the audience about the new season of Color Full Lives as well as financial topics discussed across various episodes of the podcast.
 

  • Season 4 of Color Full Lives was an 8-episode weekly series from July to August.
  • Each week, the hosts would speak candidly about different financial topics, such as buying a home, protecting your credit, and balancing family and finances.
  • Each episode featured an interview with a money expert who shared their financial journey and tips, fielding questions submitted by listeners and from the hosts.
  • This season, we added a video component that released weekly with our podcast episodes, highlighting entrepreneurial African American women and the inspirational stories that led them to where they are today.
 
Through organic and paid social amplification, State Farm, as well as Loud Speakers Network, Essence, the podcast hosts, the podcast guests, and our featured entrepreneurs promoted the campaign on their respective social channels, receiving a total of 34.6M impressions with 8.3M reach. Additionally, listener reception for Color Full Lives has been exceptionally strong, with an average rating of 5.0 on Apple Podcasts.     

Color Full Lives Results
Social Media Screenshots - Color Full LIves
Queen Ronica Jeffrey
Elise Swopes