To get our point across and break through the clutter of health communications, we knew we couldn't just rely on a spokesperson or medical authority. Instead, our message needed to come from a recognizable, influential, and perhaps unexpected source.

To this end, we assembled the TV Doctors of America: a cross- generational ensemble of actors from some of America’s most beloved medical shows teaming up with Cigna in the name of wellness. They’ve looked the part. They’ve used the lingo. But now, for the first time ever, these make-believe doctors would be able to use their “skills” to make a difference. How? By urging everyone to go to a real doctor for an annual check-up and take control of their health.

Pre-launch: We offered embargoed on-set interviews to major entertainment outlets with strong credibility and reach into Cigna’s diverse audiences. The interviews allowed the talent to explain their reasons for working with Cigna and to put a personal spin on their experiences as TV doctors. We also secured a suite of storytelling assets, including sizzle reels, B-roll and photography.

At Launch: We launched the campaign with a teaser on EXTRA TV, a trade placement in Ad Age and an online placement in PEOPLE that we amplified using Outbrain. We also launched a multi-media news release (MNR) with campaign assets that we used to help drive interest and secure additional coverage.

Post-Launch: We then orchestrated a media day, featuring 14 talent interviews, including Facebook Live sessions, broadcast segments and online stories. We also partnered with a YouTube influencer to develop a video encouraging people to get checkups in the new year.

We reached our quarterly goal of 300 million earned media impressions within a week of our campaign live date, and by the one-month mark, we surpassed our campaign goal by 145%, earning over 734 million impressions. Today, the campaign has surpassed 6.5 billion total impressions.

In addition to being widely viewed, our content was also highly enjoyed. Overall, sentiment around Cigna during campaign launch was 55% positive, compared with an average of 8% for our competitors – this amounted to a 267% increase above average brand sentiment for the first half of 2016.