The Power of Audio Branding and Influencer Marketing: Nationwide’s Success Story

In the ever-evolving landscape of social media marketing, the marriage of audio branding and influencer collaboration has proven to be a game-changer. Tiktok has found that there is a 120% awareness lift for brands that use TikTok’s sound-on ad solutions. Nationwide’s recent campaign is a testament to this phenomenon. A viral moment involving 5-year-old Zaya Campbell singing their jingle on Reels has transformed into a powerful partnership.

Harnessing the Potential of Audio Branding in Modern Marketing

Audio, often an overlooked facet of branding, has recently ascended to the forefront of marketing strategies. The statistics speak for themselves: 88% of TikTok users consider sound crucial to their experience. This insight is pivotal in understanding the impact of audio-driven content in shaping user engagement and brand recall. Audio isn’t an afterthought anymore; it’s a critical element that drives emotional connections and helps people remember brands. Understanding this shift means realizing that creating content isn’t just about visuals; it’s about crafting experiences through sound. Brands that embrace this shift can create more impactful content that resonates deeply with users, forming stronger connections and genuine engagement that lasts.

Zaya Campbell: From Viral Sensation to Nationwide Partner

The Nationwide campaign demonstrates how brands are embracing audio branding as a means of engaging audiences authentically. Zaya Campbell, daughter of gospel singer Erica Campbell emerged as a social media sensation when her rendition of the Nationwide jingle took TikTok by storm. Her rendition of the jingle captured the hearts of thousands of content creators, sparking a wave of user-generated content that amplified Nationwide’s brand presence.

@nationwide Calling all high school teachers, school music groups, and bands: Zaya Campbell, the voice behind the viral Nationwide Jingle, is passing the mic! Share your version of the Nationwide jingle using #NationwideChallengeContest and tag @Nationwide for a chance to win $5,000 for your school’s music program! 🎤💙 Official rules at the link in our bio. #Nationwide #bandtok #choirtok #banddirector #zayacampbell #nationwidejingle ♬ Opening, gentle, light, sprinting feeling – zomap

Nationwide’s jingle has transcended its commercial origins to become a cultural phenomenon within the TikTok community. Despite its corporate roots, users have adopted it as a “TikTok sound.” Remarkably, many users have referred to it as their favorite sound, encouraging Nationwide to work with Campbell. This organic adoption reflects the power of audio in fostering not just brand recognition but genuine affection and resonance. Nationwide recognized the potential in this viral moment and strategically partnered with Zaya Campbell, who is now 11 years old.

The Nationwide Challenge: Empowering High School Music Programs

Nationwide’s innovative approach extends beyond marketing endeavors. The launch of the Nationwide Jingle Challenge exemplifies the brand’s commitment to fostering creativity and supporting education. The top five liked recreations of the jingle by high school music groups will win $5,000 for their program. The contest period runs from Tuesday, Nov. 28, 2023 to Wednesday, Dec. 13, 2023.

The overwhelming response to the #NationwideChallengeContest within the last 30 days, has led to over 4 million views on TikTok alone. Furthermore, TikTok has proven to be a ground for Nationwide to connect with a demographic that might otherwise be beyond their usual social media reach.

61% of engagement falls within the 18-24 age range signifying a strategic triumph for Nationwide in reaching a younger audience. 

This demographic contrast is particularly striking when considering Nationwide’s general social media audience, where Instagram followers predominantly consist of individuals between 45 and 54 years old. 

The #NationwideChallengeContest allows Nationwide to bridge the generational gap and authentically engage with a younger audience. By inviting high school choirs and bands to reinterpret the Nationwide jingle, the company is not only encouraging user-generated content, and relying on the power of audio branding but also providing an opportunity for these programs to secure funds for their musical pursuits. 

@choraldiva #NationwideChallengeContest ♬ original sound – Choraldiva

Unlocking the Potential of Audio

At Captiv8, we recognize the transformative impact of audio in shaping modern marketing. Our platform enables brands to leverage the influential force of audio branding and influencer collaboration, driving impactful connections with diverse demographics. Interested in expanding your reach to new audiences? Take a platform tour today and discover how Captiv8 can help you resonate authentically with a broader range of demographics.