State Farm LNY - Admerasia: Multicultural Advertising & Marketing Agency

State Farm & Lunar New Year: Family, Tradition & FOOD!

INFLUENCER ENGAGEMENT

2020

01 / CONTEXT

State Farm celebrates the rising cultural confidence of the Asian American community, especially young Millennials, by creating a platform to showcase unique festive traditions behind Lunar New Year.

To achieve this task, ADMERASIA and International Secret Agents teamed with State Farm to create an online influencer content series anchored on core festive themes – family, tradition, and food.

02 / STRATEGY

Top Asian American YouTubers shared an authentic, personal, and exciting take on what Lunar New Year means to them and what helps bring alive the true spirit of the festival. The role of State Farm as an advocate and promoter of Asian culture reinforced the brand’s commitment to the community.

03 / EXECUTION

Strategic talent partners included:

Singer-songwriter Jason Chen and dancer Lucia Liu showed viewers how they ready their home for Lunar New Year with decorations, couplets and more.
Film company WongFu Productions with actor/musician Jimmy Wong and Asian Boss Girl podcast host Helen Wu shared a traditional lion dance lesson.
YouTube host and food influencer, Steven Lim, and Asian Boss Girl podcast host, Melany Cheng, demonstrated how to make delicious home-made dumplings and how they stacked against restaurant-made dumplings.