CIGNA HEALTH INSURANCE

When the healthcare provider Cigna added more placements and combined video ads in Instagram Stories with video ads in feed, it grew awareness with an 8-point increase in ad recall and reached 120,000 additional people.

THE STORY
A total health partner

Cigna Health Insurance is a health and wellness company that supports more than 165 million customer and patient relationships around the globe. By striving to make healthcare more simple, affordable and predictable, Cigna’s goal is to improve the physical wellbeing and peace of mind of the people it serves.

8-point

increase in ad recall by placing ads in feed and Stories

2-point

increase in favorability by placing ads in feed and Stories

120,000

additional people reached by placing ads in feed and Stories

14 million

people reached overall

THE GOAL
Promoting wellness

Cigna wanted to grow brand awareness for its Body and Mind influencer campaign, which encouraged patients to schedule checkups for both their physical and emotional health.

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THE SOLUTION
Extending help through Instagram Stories

Cigna’s Body and Mind campaign used video ads featuring influencers, such as Nick Jonas, who directly addressed the camera to encourage patients to be seen by a doctor for important physical and mental evaluations.

Cigna partnered with its media agency OMD to test the performance of this Facebook and Instagram video ad campaign in two different iterations: as in-feed placements alone, and as in-feed placements in addition to Instagram Stories and Facebook Stories placements.

Cigna and OMD ran a Facebook brand lift study to determine which campaign placement approach (using additional placements versus running on only two placements) drove more incremental awareness, or statistically significant lift in brand-related metrics among its desired audience. The study revealed that the May 1–29, 2019 campaign resulted in:

  • 8-point increase in ad recall by placing ads in feed and Stories

  • 2-point increase in favorability by placing ads in feed and Stories

  • 120,000 additional people reached by placing ads in Instagram and Facebook Stories

  • 14 million total people reached