The original "Jake from State Farm" campaign, launched in 2011, featured a different actor and was designed as a one-off commercial. But, the character's appeal led to a full-fledged marketing campaign when Kevin Miles was cast as the new Jake in 2020.

This casting decision was not just about finding a new face, it was about reinventing Jake as an avatar of neighborliness, positivity, and reliability—qualities that State Farm wanted to emphasize in its branding.

Jake as a Brand Extension

Jake is not just a character in commercials, he embodies the brand's values and messaging on and off camera. This is evident in his consistent portrayal across various media channels, from TV commercials to social media platforms like TikTok, Instagram, and X (fka Twitter).

Jake's presence extends beyond traditional advertising:

• TikTok: Over 1.4 million followers

• Instagram: Approximately 1.5 million followers​

• YouTube: 100-150 million views on YouTube since 2020

• Facebook: 1.8 million followers

• Twitter: 100,000 followers

State Farm's marketing team has masterfully leveraged Jake to engage audiences in a way that feels personal and authentic. Whether it's through humorous commercials, heartfelt social media posts, or guest appearances on TV shows, Jake is always presented as a relatable, trustworthy figure. This consistent portrayal helps reinforce State Farm's brand identity and makes their messaging more memorable.

The Blurring of Lines: Kevin Miles as Jake

The phenomenon of Kevin Miles being recognized as Jake in real life adds an interesting layer to this content marketing strategy. Wherever Miles goes, people see Jake. For Kevin Miles, this means that his off-camera persona is often an extension of Jake's on-camera character.

@jakefromstatefarm

We’ll just call this a warm up 🤣 #PatrickMahomes #AidanHutchinson #CristoFernandez #Football #Futbol

This situation is a double-edged sword. On one hand, it highlights the success of the Jake character and State Farm's marketing strategy. On the other hand, it raises questions about the personal and professional implications for Kevin Miles, who must navigate the unique challenge of being perpetually associated with a fictional persona.

Unlike other brand mascots or spokespeople, Jake's identity is closely tied to Miles' real-life interactions, making it a unique case in the world of advertising.

Integrate Content Marketing

By leveraging a multi-platform strategy, State Farm ensures that Jake's character reaches a diverse audience.

For instance, his TikTok presence allows the brand to connect with younger audiences through short, engaging videos, while appearances on mainstream TV shows like The Tonight Show help reach older demographics.

The brand also uses Jake in high-profile events, such as the Super Bowl. Earlier this year, Jake appeared with Arnold Schwarzenegger during a Super Bowl spot, further solidifying his status as a pop culture icon. He was also reenacted on Saturday Night Live with Michael B. Jordan starring as Jake.

These high-visibility appearances are not just about promoting State Farm, they're about building a narrative around Jake that keeps audiences engaged and invested in the character.


Social media plays a crucial role in the Jake and State Farm partnership. Jake's social media accounts serve as platforms for storytelling and community engagement. This approach helps humanize the brand and fosters a sense of connection between Jake and his followers.


Moreover, the use of social media allows for real-time interaction, enabling State Farm to respond to trends and engage with fans. This agility is vital in a digital age where consumer preferences and cultural moments can change rapidly. By being active on social media, Jake serves as a living, breathing extension of the State Farm brand, capable of adapting to new contexts and conversations.

@jakefromstatefarm

I’m a lucky guy! Feeling all the fashion vibes after attending Vogue World: Paris, @Vogue. 🙌🏽

A Model for Service-Based Content Marketing

This strategy is particularly effective for a service-based business like State Farm, which doesn't have a tangible product to showcase. Jake humanizes the brand and creates a memorable connection with its audience. This approach also helps demystify insurance services. Through Jake, State Farm can convey complex information in a friendly and accessible manner, ultimately building trust and loyalty among customers.

For marketers, the Jake and State Farm case study offers valuable lessons in brand storytelling, character development, and the importance of a cohesive, multi-channel approach. As digital and traditional media continue to converge, the ability to create a character that transcends platforms and resonates with real-life interactions will become increasingly valuable.