Jingle All the Way: The Story Behind the Nationwide Viral TikTok

In the fast-paced world of TikTok marketing, going viral has become a coveted accomplishment, offering companies, like insurance company Nationwide, the opportunity to reach huge audiences in a short period of time in a way that traditional media can’t.

Some insurers have been quick to see the value of connecting with audiences through the platform, and recently, Nationwide was able to leverage a piece of viral media into an attention-grabbing campaign.

Around September 2023, audio showing five-year-old Zaya Campbell singing Nationwide’s song “On Your Side” began circulating widely on TikTok. Campbell impressed viewers with her gospel singer-like vibrato, something she likely inherited from her mother Erica, a contemporary gospel artist.

Music has been a cornerstone of Nationwide’s brand — and now its success on TikTok, according to Christy Daraban (pictured below), executive vice president of marketing and head of social media at Nationwide.

“We have been ingrained in our song for many years and it is something special for our brands,” Darappan said. “Since TikTok is a natural place where music plays a big role, we were really excited when we saw Zaya Campbell’s video with her mom Erica.”

Nationwide’s hit song inspires viral Tiktok sound

Not long after Zaya’s singing gained traction on TikTok, Nationwide reached out to her family to collaborate on more content. She later recorded another video including her original voice.

_{Photo courtesy: Erica Campbell on Instagram}

“We wanted to see if we could get them to make a video for us, to help support its spread and keep the momentum going,” Darappan said. “They were so great to work with, we thought it would probably last a week or so, and weeks and months later it did.”

But the trend evolved, as TikTok users posted their own versions inspired by Zaya, inspiring Nationwide to expand on the opportunity and boost its brand.

In partnership with the Zaya family, social media team Nationwide launched a TikTok challenge to benefit high school music programs. In December, five schools were awarded $5,000 based on the number of likes they received on the platform. The initial competition video received nearly 4 million views, according to Daraban.

“We pulled in our influencers and partners to help fuel the fire. As a brand, we didn’t stand in the way. We didn’t put up any roadblocks or guidelines. Instead, we celebrated the videos we liked,” the social media head said.

“We ended up connecting with a lot of creatives. We wanted to build it, so we tried to do everything we could to keep that momentum going in a positive way, and we saw a good response.”

Another key was bringing content back to Nationwide’s charitable work.

“We wanted to establish and nurture the musical capabilities of the TikTok community, but specifically connect our business by supporting education,” Darappan said.

“We’ve historically done other education-related initiatives, so naturally we thought it was a great way to give back. We took it in a direction that we thought would further strengthen our brand, and that has worked well for us.

Nationwide launched TikTok in 2022 to engage and educate younger audiences about the insurance industry.

According to Darappan, it took their team a year and a half to formulate a unique strategy for creating content for the platform.

“This is not a cut and paste of other things we were doing, so we had to be purposeful and aware of how we wanted to approach TikTok,” she said.

“We started using influencers and formulated a great strategy to incorporate music, education, information and advice, highlighting some of the trends but also anchoring them in song, which I think is one of the reasons why this has paid off so well and naturally for us.”

The blockbuster move with Zaya has boosted Nationwide’s reach across all its platforms. For Daraban, the interest in TikTok is a big win that other underwriters can leverage if they are strategic about creating value for viewers.

“I’ve always believed that if you’re going to be on any platform, you have to add value, whether it’s entertainment, value or education,” she said. “But you have to match the tone and tone of the platform, which is something we’ve embraced.”

What are your thoughts on the nationwide song and TikTok contest? Tell us in the comments.