# Nationwide x Zaya Jingle Challenge

> Nationwide turned a viral jingle cover into a TikTok school contest with 6.5M views.

- Owner: Nationwide; Ogilvy (agency)
- Kind: Campaign
- Sector: Finance
- Seed date: 2023-11-28
- Peak proxy date: 2023-12-01
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 34 (Niche, provisional), v1.2
- Mechanics: Challenge, Newsjacking

## Summary

Audio of Zaya Campbell singing Nationwide's jingle spread on TikTok in fall 2023. On Nov. 28 Nationwide made her a content partner and opened a TikTok contest for high school music groups. Dozens of schools entered, and five won $5,000 each on Dec. 18.

## Timeline

- Sep 2023 — TikTok users (TikTok) — Audio of Zaya Campbell singing at age five gained traction on TikTok.
- 2023-10-05 — Amy Connor (TikTok) — TikTok user Amy Connor posted a rendition with her children, Distractify reported.
- 2023-11-28 — Nationwide (TikTok) — Nationwide opened its TikTok Jingle Challenge for high school music groups, running to Dec. 13.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/nationwide-zaya-jingle-challenge

Cite as: How It Spread (2026). “Nationwide x Zaya Jingle Challenge.” Case HIS-01157. Spread Score v1.2: 34/100. Updated 2026-10-15. https://howitspread.com/id/HIS-01157