The Web Marketing Association is proud to present this 2017 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
CIGNA, RESOLUTION MEDIA AND OMD
CIGNA'S TV DOCTORS OF AMERICA DRIVES SOCIAL MEDIA ENGAGEMENT PROMOTING ANNUAL CHECK-UPS
Best Medical Social Media Campaign
Preventive care check-ups result in better health management and lower healthcare costs. To amplify this message, along with brand awareness and social engagement, Cigna launched its “TV Doctors of America” campaign with a bang. Cigna enlisted an all-star team of TV doctors, including Alan Alda (MASH), Patrick Dempsey (Grey's Anatomy), Donald Faison (Scrubs), Noah Wyle (ER) and Lisa Edelstein (House), to encourage consumers to see real doctors for an annual check-up.
Resolution Media recommended a strategic Twitter “take-over” during TV’s biggest night - The Emmys. The relevancy of the TV Doctors, combined with Cigna’s spot during the telecast, enabled multi-screen engagement and greater impact from Cigna’s integrated investment. Along with Cigna’s Promoted Trend, a First View buy ensured mass audience reach during a popular “second-screen” event.
Leveraging Twitter’s First View and accompanying Promoted Trend, Resolution:
• Pre-released video using Patrick Dempsey’s whitelisted Twitter handle, highlighting Cigna’s annual check-up messaging before coordinating creative aired during the Emmys
• Optimized targeting in real-time, engaging daytime NFL fans and the Emmys’ evening audience, using Twitter’s TV Targeting
• Utilized Cigna’s Instant Unlock tweet featuring the TVC, encouraging users to tweet Cigna/the TV Doctors about how they’re taking control of their health using branded hashtag #GoKnowControl
The first-ever health insurer to launch a Promoted Trend, Cigna attained strong results. First View yielded:
• 20.3M impressions; 6M video views
• 30% video-view-rate
• 11x increase in account mentions
• 300% increase in account follows
Outperforming 2016 benchmarks, sentiments surrounding #GoKnowControl generated 69M+ impressions and 95% positive engagement during a key primetime event.
Contributors:
| Social Media Supervisor – Resolution Media: | Cooper Magoon |
| Associate Director – Resolution Media: | Fabio Goncalves |
| Social Media Coordinator – Resolution Media: | Jenna Dobin |
| Group Director – Resolution Media: | Natalie Penta |
| Director, Global Brand Strategy & Marketing - Cigna: | Jennifer Hayward |
| Global Head of Social Media – Cigna : | Lori Feldman |
| Managing Director – OMD: | Kristin Jones |
| Group Account Director – OMD: | Kevin Howard |
RESOLUTION MEDIA
Website: www.resolutionmedia.com
Location: United States
About the Agency:
Resolution Media, an Omnicom Media Group company, is one of the largest digital performance agencies in the world. The company manages more than $1.2B in media investments, with more than 1,350 specialists in 60+ offices worldwide. Resolution's international network delivers digitally-integrated, full-service solutions in the areas of search, social, local, mobile, behavioral and content marketing.