Blue Cross Takes a Spin with Influencers
Blue Cross Blue Shield of Massachusetts, the largest health plan in the Commonwealth, engaged Elevate to develop an integrated PR strategy to heighten awareness of its title sponsorship of Metro-Boston’s public bike-share program, Bluebikes and sustain brand awareness of the partnership.
An integral part of the PR plan was an influencer engagement program that leveraged high impact macro and micro influencers across Greater Boston to amplify BCBS-sponsored activations, community and pulse PR initiatives. Core to our influencer program was developing immersive experiences and unique activations that maximized social sharing, including a Bluebikes ride around Fenway Park’s warning track, Bluebikes pop-up spin classes in the middle of downtown Boston, a rebranded fleet of Bluebikes in rainbow colors to celebrate PRIDE and consistent free ride days surrounding cultural inflection points including World Mental Health Day, Election Day and National Influenza Vaccination Week.
For each influencer partnership, we guaranteed content authenticity and campaign message pull-through by tailoring each message to align with influencer’s feed and to maximize content output and partnership ROI, we worked with photographers and videographers to capture visuals specifically for our attending influencers that resulted in additional content development. To date, we’ve worked with 75 influencer partners and secured nearly 25 million influencer impressions and over 185,079 influencer engagements from 467 influencer posts, complementing the 36 million impressions we’ve generated for earned media.