Cigna knows that people love being noticed and recognized. This campaign was designed to create positive, social brand conversation on Cigna enterprise social media channels by encouraging individuals to share and celebrate their healthy moments and activities – both onsite at Cigna sponsored events in August and individually on Twitter. The campaign took a twist on the current selfie trend to make it a healthy selfie!
The campaign was a cross functional partnership between a number of Cigna corporate units – the Social Media Center of Excellence worked with the Cigna Colleague Resource Innovation Group, Digital Marketing, Brand and Events and Sponsorship to execute the campaign. The core theme of the contest was: Show Off Your Healthy Self! We believe that health is individually unique. And healthy moments are a crucial part of our daily lives that should always be celebrated – big or small. The way we see it, we all need each other to make ourselves healthier. So flaunt your healthy self by sharing a #myHealthie photo: 1. Follow @Cigna 2. Take a selfie of a healthy moment or activity 3. Caption it and tag #myHealthie 4. Share it on Twitter To celebrate healthy moments, each week we’re giving away a Fitbit to one contest winner based on #myHealthie submission creativity and originality. Launched and executed during the month of August, the campaign saw 682 total #myHealthie Twitter submissions during contest promotion (444 were eligible for the contest). We extended the online campaign to several events during August – including the sponsorship of NYC Summer Streets where we had oversized “healthy" props for individuals to take photos with. Other key results include: The Contest • 5 winners were selected to win a FitBit • Cigna gained 744 new Twitter followers, 849 new Facebook fans and 364 new LinkedIn followers during the campaign period. Engagement • Generated more than 7.1 million impressions total across all social media platforms • Twitter content had a 1:5 .1 post to conversation ratio. This was the highest ratio in Cigna campaign history. • Hashtag activation was highest on the weekends and during Cigna sponsored events Promotion • Contest microsite received more than 8,800 visits from more than 6,200 unique visitors • Facebook promoted content performed better than Twitter, reaching 14.6% more individuals and receiving 26.2% more clicks to Cigna content