How State Farm and Social Media Breathed Life Into Cliff Paul

State Farm THE CLIFF PAUL EXPERIENCE How State Farm and Translation Created a Social Media Icon At the end of 2012, State Farm and Digital Agency Translation gave birth to Cliff Paul, Chris Paul's long lost twin brother. The campaign quickly grew into a cultural phenomenon, building the State Farm brand, and providing a playbook for creative and fully integrated ad campaigns. CLIFF PAUL: DIGITAL SUPERSTAR 33.4K Twitter Followers Campaign Mentioned by: Chris Bosh, Kyrie Irving, James Harden, Lala, Drew Breeze, Mark Cuban, Kevin Hart 77.9K Instagram Followers E An argyle shoe in the Jordan line ** An appearance in NBA2K14 o0 "Father" to another cultural icon, Lil Cliff @CP3 @CliffPaul HERITAGE CAMPAIGN LAUNCH - DECEMBER 2013 The Cliff Paul campaign has proven to be a successful tactic for State Farm. State Farm Reach/Impressions Interactions Views New Fans State Farm Handles 37,664 23,335,204 87,135 10,595 Chris Paul 62,513 6,727,033 Influencers 26,231 26,409,836 BuzzFeed 2,632 123,631 Earned Media 9,248 10,566,257 210,766 10,595 138,288 Interactions 67,038,330 Total Impressions Views New Fans ALL-STAR WEEKEND CAMPAIGN - FEBRUARY 2014 & State Farm Engagement Reach Audience Growth Chris Paul 192,715 7,275,246 Cliff Paul 39,605 65,606,614 22,195 State Farm Handles 44,548 6,909,618 3,134 Total 276,868 79,791,478 25,329 Simply Measured @simplymeasured simplymeasured.com