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CIGNA
The 4th largest health insurance company in the US.
BRIEF
Cigna was an unknown brand in health insurance.
A multi-platform brand campaign changed that by shifting its message away from healthcare clichés to something different: encouraging people to be their
true selves. As a result, brand favorability went up
45% and consideration 27%, and customer retention
and enrollment went up 17% and 33%, respectively.
TV, display and Facebook ads led consumers to the Go You Content Hub, a site aggregating original and curated content under topics such as self-esteem, confidence, and body image.
Motivational messages were deployed on Facebook and at sponsored 5K events. Just a few months after the campaign launched, Cigna's Go You Facebook page reached over 100K followers.
A mobile app allowed members to send animated motivational videos to their friends and loved ones.
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