Challenge

Create a highly targeted and phased campaign with a short-term goal of driving engagement among women 30-50 who have registered on myCigna.com. Our long-term goal is to shift to a true customer lifecycle perspective and think globally about the end-to-end experience. 

Solution

The Internal Agency was part of an agile marketing team that broke down the barriers of traditional ways of working across functions. We collaborated at every stage—strategy, concept and production—and testing and learning with each phase. With fewer layers of approval and more creative control we delivered in market at a faster rate. 

Results

• Email exceeded click to open and unique open rate benchmarks by 4% each 
• Social posts earned 2M impressions 
• 22K+ of the highly targeted audience took the
  “Too busy for a quiz” quiz  
• 2-3 minutes average time spent on womanshealthally.com (benchmark 45 seconds)