State Farm Deploys Influencers with a Cause to Reach Millennials and Gen Z

In 2022, State Farm launched Gamerhood — the brand’s proprietary gaming tournament featuring prominent influencers — to engage information-overloaded millennials and Gen Z. But competitors took notice and several of them quickly followed with their own forays into gaming. By 2024, State Farm needed to change the game once again to be top of mind for this audience.

Gamerhood: Neo City took the concept to new heights. This five-episode, all-things-gaming series was part reality show, part live gaming tournament that met gaming fans where they are online: Twitch and YouTube. The State Farm team raised the bar by focusing in two key areas: featuring the biggest influencers in the biggest gaming environment ever built, and ensuring the competition benefited social causes favored by millennials and Gen Z. State Farm Gamerhood: Neo City blew past expectations, delivering 23.5M total views across both State Farm and influencer Twitch and YouTube channels, an amazing 123,000 total hours watched on State Farm's Twitch and YouTube channels, reaching 822M+ people across all channels, and generating 2B+ combined impressions.