Click to view the award submission online: https://shorturl.at/QRKP8
MetroPlusHealth is a nonprofit health insurance provider that proudly and exclusively serves NYC. Their greatest challenge? Being consistently outspent by the Goliaths of the healthcare world.
MetroPlusHealth knows it can win against their competition in the social media arena. Social media is an outlet rarely leveraged to its fullest potential by health insurance providers, and it's where MetroPlusHealth shines with inventive strategies and out-of-the-box content execution.
They pride themselves on using their social presence to lead conversations about health, inspire positivity, build lasting trust with audiences and set themselves apart from competitors.
The business challenge behind the creation of the Influencer Army is twofold. MetroPlusHealth needed to:
1.) Promote brand awareness with authentic social content. They needed to fill target audiences' feeds with New Yorker after New Yorker talking about what health in NYC really looks like.
2.) Inform New Yorkers about a recent change in eligibility for the Essential Plan, a no-cost health care option available through MetroPlusHealth.
Click to view the award submission online: https://shorturl.at/QRKP8
To generate brand awareness for MetroPlusHealth, we assembled an army of social influencers to spread the word about our mission and promote insurance plans. Our process:
Sourced influencers living in NYC with a built-in, loyal following within the Essential Plan target audience. The Essential Plan is one of MetroPlusHealth’s most popular health insurance plans.
Vetted influencers through interviews to ensure each partnership strongly aligned with MetroPlusHealth’s brand voice and mission.
Balanced the roster to find the ideal ratio of micro and macro influencers. Negotiated terms with influencers to set clear expectations on pricing, content quality, deliverable due dates, and posting schedules.
Collaborated with influencers to create content that was extremely relevant to their personal brand.
Please see award entry deck for details.
Click to view the award submission online: https://shorturl.at/QRKP8
From a high level:
3.63M+ Impressions
516K+ Video Views
2,600+ Clicks
$81.5K+ Media Value
1.15 ROI IMV
