The Web Marketing Association is proud to present this 2021 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Advertising Online Ad, Best Insurance Online Ad
With the 2020 hurricane season predicted to be more active than usual, State Farm returned to IBM Watson Advertising for a second IBM Watson Advertising Conversations (formerly IBM Watson Ads) campaign, looking to reach and engage consumers during hurricane season with tips to keep them safe.
State Farm leveraged IBM Watson Advertising Conversations, our AI-powered conversational marketing solution that enables real-time, 1:1 dialogue with consumers. With extensive training on State Farm’s body of knowledge, including safety and preparedness information and FAQs, Conversations delivered personalized safety tips and recommendations to each user on The Weather Channel app and weather.com, helping people stay safe and prepared during hurricane season.
Conversations uses Watson machine learning and natural language processing capabilities to allow for personalized connections with consumers at scale, without using any cookies or personally identifiable information.
State Farm saw meaningful time spent with consumers, including:
Over 32K conversations between State Farm and consumers
2.6x more time spent vs. Google Rich Media interaction time benchmark
+145% engagement rate vs. IBM Watson Advertising Conversations benchmark
In addition, Conversations acts as a mini focus group, providing real-time audience and customer insights. State Farm learned that users were most interested in safety during severe storms, as well as home safety, and can leverage these findings to improve their ongoing marketing strategy.
Contributors:
| Associate Director, OMD: | Ashley Bain |
| Senior Associate, OMD: | Carolyn Thomson |
| Manager, Integrated Media Planning, OMD: | Jamie Murphy |
| Associate Director, Marketing Science, OMD: | Brenda Teruel |
| Director, Data Marketing & Science, TMA: | Jordan Jackson |
| Account Executive, TMA: | Madison Matre |
| Associate Account Director, TMA: | Michael Fox |
| Account Director, IBM Watson Advertising: | Beth Tomburrini |
| Creative Lab Art Director, IBM Watson Advertising: | Georgios Saliaris |
| Creative Lab Senior Copywriter/Conversation Designer, IBM Watson Advertising: | January Holmes |
IBM WATSON ADVERTISING
Location: United States