“Say what you think. Not what you think you should say.”

While people typically use social media to share what they have in common, we saw it as a way to explore our differences, our imperfections, the things that make us unique. Central to our communications platform was our GO YOU Facebook hub. This hub allowed us to engage with Individualists daily by encouraging them to celebrate what makes them unique. Apps like 'Flawnt' let users flaunt their flaws, while the “GO YOU” app allowed Individualists to send encouraging messages to friends. We expanded the GO YOU social presence to Tumblr, YouTube, and Pinterest in 2012, posting shareable, inspiring content across channels, which encouraged sharing and helped us grow our movement.

“Break the law of averages.”

Cigna decided to do things differently, offering apps that boost self-esteem and stimulate individuality, paving the way to overall health. Cigna’s exceptional engagement rate, nearly three times the industry average, helped us reach up to 8 million followers weekly and deliver 600 million impressions in one year. GO YOU superfans are 47 percent more likely to purchase Cigna products and 37 percent more likely to recommend Cigna. On average, brand consideration and aided awareness are 10 percent higher among our fans and followers and they’re 33 percent more likely to enroll as new Cigna customers.