Nationwide: Zaya Jingle Challenge (2023)

Associate Creative Director - Ogilvy

Objectives
Nationwide’s seven-note jingle has been a cultural staple since 1964, with iconic moments from Peyton Manning to H.E.R. In 2023, a spontaneous viral TikTok gave Nationwide the chance to connect with a new generation, using the platform to build brand awareness, cultural relevance, and community engagement.

Strategy & Execution
When Zaya Campbell’s childhood rendition of the jingle resurfaced and went viral on TikTok, Nationwide and Ogilvy quickly joined the conversation. The team partnered with Zaya and her family to create real-time response content and launched the Nationwide Jingle Challenge, inviting high school groups to put their own spin on the tune. The campaign leaned into music and creativity to show Nationwide as a brand that listens, engages, and participates in culture.

Results

  • User Content: Zaya’s sound generated 500M+ views, used by major creators and shared by Chance the Rapper.

  • Owned Content: Nationwide posts using her sound hit 9M views; #NationwideChallengeContest drove 6.5M views, 300K engagements, and record follower growth (+1.2K from one post).

  • Impact: +491% engagement vs. benchmark, +110% SOV, +1.9 pts conversation volume.

  • Press: Coverage in Yahoo, Black media, parenting, insurance trades, and local TV.