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