Cigna Addresses the Silent Pandemic

BPG

BPG developed Cigna Insurance Middle East and Africa’s strategic social campaign aligning with its brand and commercial goals while effectively tailoring communication with HR professionals and decision-makers, driving engagement, and helping HR professionals navigate the Covid-19 pandemic.

Our research identified a need for regionally relevant content that was tailored to Cigna’s target audiences, such as HR professionals and decision-makers across corporates and SMBs.

Adopting a precision approach to drive the Cigna social media campaign, we analyzed the company’s performance on social media across LinkedIn, Instagram, and Facebook. This in-depth audit of Cigna’s social platforms helped identify different audience personas.

We were able to flesh out our target audience in great detail. Thus the HR persona became a driving force behind many of BPG’s HR campaign initiatives. These delivered increased engagement, growth in follower numbers, driving up overall performance across both organic and paid content.