/ PROJECT DESCRIPTION
To engage its broad and diverse customer base, Cigna’s GO YOU Facebook page published original, inspiring daily messages encouraging its audience to be its truest, happiest and healthiest selves. General and event/holiday posts were created with a focus of increasing consumer engagement through sustaining an ongoing dialog.
Under the guidance of its external agency, Cigna’s internal creative team began contributing original content. Within a year, it assumed full strategic and creative control. In that time, content published has resulted in steady growth for the page, both in number of followers (more than half a million!) and user engagement. In fact, the GO YOU Facebook page has been cited as an anomaly of sorts as its individual posts have regularly enjoyed engagement rates nearly twice the industry standard.
Some work shown here was created collaboratively.