State Farm APAHM - Admerasia: Multicultural Advertising & Marketing Agency

State Farm & Asian Pacific American Heritage Month: A Time to Empower & Rejoice

INFLUENCER ENGAGEMENT

2020

01 / CONTEXT

Asian Pacific American Heritage Month is a powerful cultural moment celebrating AAPI identities. Asian Millennials refer to this month as an inspiring reminder of the honor, courage, and achievements of its people, laying the foundation for many generations to follow in their footsteps.

To celebrate this month, ADMERASIA and International Secret Agents teamed with State Farm to create an engaging influencer-led campaign bringing alive different facets of Asian heritage like music, food, dance, travel, and streetwear.

02 / STRATEGY

Create a celebratory and inclusive brand campaign by leveraging ethnically diverse AAPI social influencers’ personal stories of how they found creative success through their passions and Asian identity. State Farm's role as an advocate of Asian achievements reinforced its profound commitment towards the community.

03 / EXECUTION

Digital influencer partners included:

Singer-songwriter and record producer NIKI broke down the origins of her song "Switchblade” celebrating her journey from Jakarta to the US.
Video producer and food influencer Steven Lim compared a pro chef's cooking with his mom's homemade pho.
Twin choreographers and dancers, the Shah Twins, talked about how Indian and American dance styles helped them go viral.
Lifestyle and beauty Youtuber Jen Chae gave a house tour that detailed Korean décor.
YouTube personality and entrepreneur Richie Le shared his inspiration behind starting Richie Le collection.