Campaign Overview
This campaign leveraged paid social media to address common consumer questions and points of confusion around health
insurance through clear, empathetic, and data-informed content. By focusing on transparency and education, the
initiative helped guide both Cigna Healthcare customers and the broader public through complex insurance topics at a
moment when consumer trust in insurers remained historically low. The campaign positioned Cigna Healthcare as a helpful,
credible resource within the healthcare ecosystem, supporting awareness while laying the foundation for longer-term trust
and engagement.
Objectives
The primary objective was to drive awareness at scale, measured through impressions, traffic, and engagements.
Secondary objectives included reducing misinformation around health insurance topics, easing consumer frustration through
accessible explanations, and strengthening Cigna’s reputation as a transparent and consumer-focused insurer.
Taking a data-driven approach to topic selection, we analyzed search trends and Cigna’s Call Center data to identify trending health insurance questions and areas of confusion. We then translated those insights into evergreen, educational content designed for discovery, saving and sharing. Content was distributed through a diversified paid media mix across Meta, Pinterest, and Reddit to reach distinct audiences and test how each platform performed individually and together.
The campaign ran from September through the end of 2025. Meta served as the primary awareness driver due to its broad
reach and flexible geographic targeting, even amid updated industry targeting restrictions. Pinterest was used to support
search-driven discovery and long-term visibility, placing educational content where users actively seek information.
Reddit was tested for its strong SEO value and community oriented environment, with ads running with comments
disabled to ensure brand safety. Media spend was allocated across channels with flexibility to optimize based on
performance throughout the campaign.
Creative assets were customized by platform to align with audience behaviors and native formats, including tailored
copy, varied content types such as static imagery, animation, and carousels, and platform-specific sizing. This ensured the
content felt authentic and relevant in each environment while consistently reinforcing the campaign’s educational and trustbuilding message.
GRAPHIC DESIGN STRATEGY
Our goal was to tailor content to each platform, both visually and in the copy, to communicate authentically with
each audience. On Pinterest, we prioritized short-form, animation‑style videos, while on Meta and Reddit we tested
carousel formats, where users tend to be more engaged with interactive, clickable content.
Campaign performance across all channels included below.
13,238,276 impressions
110K link clicks
13K post engagements
663,485 video views
5.01% video view rate