Farm Bureau Insurance of Tennessee is deeply rooted in local communities, with a team of over 900 employees that understand the unique challenges and opportunities that come with living in the Volunteer State. They provide comprehensive auto, home and life insurance solutions statewide.
When Farm Bureau Insurance of Tennessee came to us ready to drive real performance, we started where every smart strategy should: with the data. What we found didn’t just inform the campaign. It transformed the brand.
The Challenge
Modernizing a Legacy Brand
After 75 years as an iconic Tennessee brand, Farm Bureau Insurance of Tennessee didn’t have an awareness problem—they had a performance problem. As the brand’s agency of record, we first needed to understand what was actually resonating with high-priority audiences before we could increase the metrics that mattered most. So, we wasted no time digging into the data and began developing a strategy around what we found.
The Work
From Data to Creative: a Full Brand Transformation
We started by grounding the brand in audience truth. A statewide survey of 1,000 Tennessee residents gauged brand awareness, sentiment and demographic trends and identified urban residents and Tennesseans aged 34–55 as the greatest opportunities for growth.
Those insights became the foundation for a modernized creative platform that expanded Farm Bureau’s relevance beyond its traditional rural roots through emotionally resonant, content-led storytelling.
“As a Tennessee-based company with strong local roots, getting our brand voice right is essential. Authenticity is central to how we connect with our customers. MP+F has taken the time to truly understand our culture, our customers, and our business. They consistently reflect that understanding in the strategies they bring forward.”
The results
The fully integrated approach worked hard across every channel.
On the digital side, search campaigns targeting home, life, renters and competitor keywords generated 2,167 quotes since launch, a direct pipeline contribution to the brand’s core business objectives. Partnership advertisements drove more than 2,500 users across all 2025 trackable activations, demonstrating meaningful reach through integrated sponsorship placements.
Quote completion rates across all service lines have nearly doubled from 22% to 40%, while the cost per completed quote dropped by $70. More people converting at a lower cost is exactly what strong targeting looks like in practice.
Our public relations and earned media strategy delivered 67 pieces of coverage, 1.66 million estimated views and an audience reach of 147 million across the full year.
And the Christmas Morning spot earned a Midsouth Emmy nomination in 2026. Not a bad return on a campaign concepted and launched in record time.
2,500+ Users from Partnership Advertisements
70% Reduction in Cost-Per-Quote
147M Audience Reach
1 Midsouth Emmy Nomination