Challenge

With hundreds of products and services that support the myriad health needs of our customers, Cigna Healthcare has endless opportunity to drive awareness for our health plans offerings. But in our owned social channels, how do we move away from a solution-first approach that makes Cigna Healthcare the main attraction, to placing the customers we serve and their needs front and center? 

Solution

In close partnership with the Social COE, we helped to pilot an audience-first organic social strategy focused on regaining trust with women, 35-54, on Cigna Healthcare’s Instagram channel. The tight audience-targeting effort anchored insight-based content creation with popular topics and trends. Readily available performance metrics allowed us to test and adjust post formats based on how our audience was engaging (static vs animated vs carousel).

Results

• Engagement skyrocketed 3.8% average engagement rate (benchmark: 0.01%)
• 14% new follower growth 29,200 followers (highest of all our competitors)
• Highest positive sentiment to date Net sentiment 12% (3% benchmark)
• Winner of a 2024 Danda Platinum Award