Turns out a video about a finsta can be a good brand opportunity—but only if you move fast.

Late last month, TikTok user @badvina posted a five-second video with the caption, “POV: you and your sisters make a fake cake business Instagram to stalk ppl and now you have five orders.” The context of what’s now been referred to as “creeper cakes” was otherwise minimal, but engagement was maximal: the video has racked up more than 77 million views and 13 million likes. Brand interest, as many noted in the comments, was similarly sky-high.

The brand that perhaps made the most of the marketing opportunity was the Asian-fusion chain P.F. Chang’s, which posted an early comment on the video that got more than 1.3 million likes, the most-liked comment the brand has seen to date, Sonika Patel, global CMO of P.F. Chang’s, told us. Not only that, the brand delivered five cakes to the original poster—all in less than six hours.

“The whole thing has been quite inspiring, because we’ve seen a lot of great brand love and positive sentiment on social media,” Patel told Marketing Brew.

Continue reading here.—KH

State Farm is doing some spring cleaning.

With the WNBA season and the weather both heating up, the insurance company, which is deeply invested in basketball across multiple leagues, debuted a new brand platform last month starting with an ad featuring one of the biggest names on its sponsorship roster: Caitlin Clark.

The platform, called “With the Assist,” will serve as a long-term unifier across State Farm’s marketing, with content “spotlighting real-life assists on and off the court,” according to Kristyn Cook, State Farm’s chief agency, sales, and marketing officer.

In the first ad under the platform, Clark, who’s famous for sinking 3-point shots from the logo at center court, notes that everything seems to be easier for her from the logo—at which point brand mascot Jake from State Farm paints the company’s three circles on different spots around her house so Clark can do things like open pickle jars and sort laundry with ease.

Cook said the decision to center the debut ad around Clark was designed to capitalize on her popularity heading into her second season in the WNBA.

“We try to stand out among nonendemic brands in particular, and part of that is knowing when to look around the corner and move,” Cook told Marketing Brew. “We knew that as [Clark] goes into her second year, there’s going to be a lot of eyeballs and attention on these moments in particular. Timing often is everything, so when you can align the timing for a new platform with something where culture is finding itself too, it just makes sense for us to lean in there.”

Read more here.—AM

JPMorganChase has added a new pro to its ongoing “Cashback Like a Pro” campaign.

In the latest ad from the financial services company, reigning WNBA MVP A’ja Wilson joins yearslong Chase partners Stephen Curry and Kevin Hart on the court, completing a “trifecta of representation” to promote the Chase Freedom Unlimited card to a broad audience, according to General Manager of Chase Freedom Wittney Rachlin.

“I don’t think the involvement with basketball would be complete without rounding it out with the women involved, and A’ja certainly creates that balance between them,” Rachlin told Marketing Brew. “I want to make sure that we are being inclusive across basketball and making sure that our customers are really seeing what represents them across the board.”

Wilson’s appearance also serves to flex the brand’s growing women’s sports muscles, including its founding sponsorship of the Golden State Valkyries, a multiyear partnership that kicked off ahead of the expansion team’s first season in the W.

Continue reading here.—AM

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