Florida Blue Promoted Tweet Case Study

463 views

Published on

When Blue Cross Blue Shield of Florida re-branded itself as Florida Blue, the company saw it as an opportunity to fulfill its mission of connecting with the community by building its local follower base. The program increased daily brand mentions more than 5X over the previous month and scaled @FLBlue’s follower base from 1,200 to 5,400 in 11 weeks — an increase of 350%.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
463
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Florida Blue Promoted Tweet Case Study

  1. 1. Advertising Promoted Accounts, Promoted TweetsFlorida Blue drives 5X increase in daily brand mentionsHealth solutions company connects with existing and potential members through direct interactions on Twitter @FLBlue CASE STUDY CAMPAIGN TIP Monitor search results for your unique hashtag to track volume of brand conversations and to find real-time opportunities to connect with customers. THE CHALLENGE Florida Blue (@FLBlue), an independent licensee of the Blue Cross and Blue Shield Association, is a not-for-profit health solutions company that assists 10x increase in Floridians in their pursuit of health. Despite its mission to focus on people rather than just health plans, Blue Cross Blue Shield of Florida found it daily mentions challenging to connect with existing and potential members on an of Florida Blue compared to daily brand individual level. mentions of Blue Coss Blue Shield of Florida the previous month When Blue Cross Blue Shield of Florida re-branded itself as Florida Blue, the company saw it as an opportunity to to fulfill its mission of connecting with the community — it therefore sought a dynamic channel to not only communicate its new brand but also to position itself as a local resource for Floridians. THE SOLUTION To build a follower base of local health-minded consumers, @FLBlue used Promoted Accounts to target Floridians interested in a variety of health- related topics including fitness, diet, physicians and preventative care. Twitter, Inc. | business.twitter.com | @TwitterAds 2012
  2. 2. Advertising Additionally, the Florida Blue team monitored trending topics to identify health-related conversations already taking place on Twitter. Learning what consumers had to say about topics like yoga, running and healthy eating provided the company with themes that it could use to create Tweet content. In its Tweets, @FLBlue included links to drive consumers to relevant posts on the company blog or to additional online resources. The Florida Blue team then promoted these Tweets to the timelines of its followers and users similar to its followers. Expanded follower base by 350% “Twitter’s strength is the “Twitter’s strength is the conversation,” says Kate Warnock, Digital conversation. Tweets provide you Marketing Specialist for Florida Blue. “Tweets provide you with information with information about people. By about people. By learning more about your customers, you can start to communicate with them more effectively.”learning more about your customers, you can start to communicate with @FLBlue also used Promoted Tweets in search to connect with consumers them more effectively.” actively looking for information on health. By targeting keywords like ‘diet,’ ‘vegan,’ ‘cdc,’ ‘doctor’ and ‘nurse practioner’ with relevant Tweets, the Kate Warnock, company established itself as a resource that could provide consumers with Digital Marketing Specialist, Florida Blue the right content at the right time. To further establish its reputation as a resource to Florida consumers, @FLBlue later used the hashtag #floridaproud in an integrated campaign (TV, radio and digital) that encouraged Floridians to tweet about what makes them proud of their home state and local community. “The idea was that people would see the #floridaproud hashtag and get involved,” says Justin Freid of TPG Digital, the agency which helped with the campaign. @FLBlue also used Promoted Tweets in timelines and Promoted Tweets in search with terms like ‘#floridaproud’ and ‘florida blue’ to extend the reach of the Florida Proud campaign. The conversation that unfolded around the #floridaproud hashtag created context which the Florida Blue team leveraged to respond directly to users and to provide them with links to the @FLBlue blog or additional online resources. These direct interactions and relevant information resulted in personalized experiences with existing and potential members. THE RESULTS “Promoted Tweets really extended the reach of our mission and our message beyond our follower base,” says Justin Freid of TPG Media. “We saw a tremendous increase in conversations on Twitter around @FLBlue.” Twitter, Inc. | business.twitter.com | @TwitterAds 2012
  3. 3. Advertising @FLBlue received an average of 38 brand mentions per day over the course of its campaigns. This marked more than a 5X increase in daily brand mentions received by Blue Cross Blue Shield of Florida over the previous month. Overall, it also scaled its follower base from 1,200 to 5,400 — an increase of 350%. “As a two-way communication channel, we also connected with our community on a personal level,” says Sharon LaSure-Roy, Senior Manager of Digital Engagements and Promotions at Florida Blue. For example, one Floridian used the #floridaproud hashtag in a Tweet about her entry packet for an upcoming local running event. @FLBlue found her Tweet during a search for the hashtag and replied to wish her good luck in the race. “A holistic approach is incredibly important so that we are top of mind,” says LaSure-Roy. “We want to make sure we’re constantly showing the value of who we are and what we can be for our customers — whether they’re already members or will hopefully become members.” Twitter, Inc. | business.twitter.com | @TwitterAds 2012

×