THE HEART OF PREVENTION: HOW CIGNA USED INFLUENCER MARKETING TO CHANGE BEHAVIOR
Americans use preventive services at about half the recommended rate, even though it’s a covered benefit with most health plans. If everyone got the preventive care they needed, the CDC estimates 100,000 lives could be saved. So how do we get people to see doctors when they’re healthy to catch & prevent problems early? Cigna engaged a group of TV doctors to help encourage Americans to see a real doctor for their annual check-up. In the campaign’s first 2 years, Cigna saw an 18% increase in annual check-ups.
Vice President of Global Branding, Cigna
SUBSCRIBE HERE: WHY INFLUENCERS FOR HASBRO ARE MORE THAN JUST ABOUT UNBOXING
Influencer marketing has just replaced Big Data as the next “it” phrase to use in all marketing presentations. Marketers are now expected to know who the next big influencer is, how to convince senior management to fund these programs and demonstrate ROI, all while delivering their business goals. From what started as a simple concept of everyday people sharing their everyday lives is now a multi-billion-dollar marketing tactic. Hear how Hasbro has embraced influencers to go beyond typical toy unboxing videos and embrace their authenticity, storytelling and creativity. Learn what to watch for when working in this space as well as how Hasbro evaluates success
SVP Digital Marketing, Hasbro