MetroPlusHealth

Influencer Army

Posts win content battles.

Armies win content wars.

Meet the MetroPlusHealth Influencer Army

CAMPAIGN BACKGROUND

MetroPlusHealth started in 1985 in the heart of Harlem. �Its goal: to make exceptional healthcare accessible to all of NYC. Now, it is the plan of choice for over 1 in 12 New Yorkers.

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MetroPlusHealth is proud to:

Prioritize access to affordable, quality healthcare.

Celebrate the diverse voices and perspectives of the 650,000+ New Yorkers they serve.

Focus on the most challenging barriers to living a long, healthy life in NYC �including housing, nutrition and mental health.

MetroPlusHealth is a nonprofit health insurance provider that proudly and exclusively serves NYC. �Their greatest challenge? Being consistently outspent by the Goliaths of the healthcare world.

MetroPlusHealth knows it can win against their competition in the social media arena. Social media is an outlet rarely leveraged to its fullest potential by health insurance providers, and it's where MetroPlusHealth shines with inventive strategies and out-of-the-box content execution.

They pride themselves on using their social presence to lead conversations about health, inspire positivity, build lasting trust with audiences and set themselves apart from competitors.

The business challenge behind the creation of the Influencer Army is twofold. MetroPlusHealth needed to:

1.) Promote brand awareness with authentic social content. They needed to fill target audiences' feeds with New Yorker after New Yorker talking about what health in NYC really looks like.

2.) Inform New Yorkers about a recent change in eligibility for the Essential Plan, a no-cost health care option available through MetroPlusHealth.

BUSINESS CHALLENGE

To generate brand awareness for MetroPlusHealth, we assembled an army of social influencers �to spread the word about our mission and promote insurance plans. Our process:

Sourced influencers living in NYC with a built-in, loyal following within the Essential Plan target audience. The Essential Plan is one of MetroPlusHealth’s most popular health insurance plans.

Vetted influencers through interviews to ensure each partnership strongly aligned �with MetroPlusHealth’s brand voice and mission.

Balanced the roster to find the ideal ratio of micro and macro influencers.

Negotiated terms with influencers to set clear expectations on pricing, content quality, �deliverable due dates, and posting schedules.

Collaborated with influencers to create content that was extremely relevant to their personal brand.

GOALS: BUILD GREATER BRAND AWARENESS & PROMOTE PRODUCTS

Mobilized the largest team of influencers ever assembled by an NYC-based health insurance company to get the word out about the historic expansion of the Essential Plan, a $0 care option exclusive to New York.

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Empowered record numbers of New Yorkers to take control of their health with relatable, authentic content from the influencers they trust.

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For equitable healthcare to make a difference, people need to know it exists in the first place.

The Influencer Army Campaign spread awareness by meeting audiences where they’re at: �on social media. This campaign shows how non-traditional, innovative marketing strategies can make healthcare more accessible and relatable to large, hard-to-define audiences.

WHAT THE INFLUENCER ARMY ACCOMPLISHED

22 NYC Based Creators

9 Micro (<100K Followers)

13 Macro (>100K Followers)

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60+ Pieces of Content

45 Instagram Stories

21 Instagram Reels

MPH LinkedIn newsletter

Teaser video on all MPH platforms

Amp Up video on all MPH platforms

4 features on external newsletters �(Project Feel, Brooklyn Mavens, �and NY Locals)

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22 trackable links to the �Essential Plan landing page

3 Activations / Stunts

NYC Hot Dog King �Branded Hot Dog Boats for four weeks �50 Free Hot Dogs each Saturday for four weeks

Flower Giveaway �30 free, branded mini bouquets handed out �to total strangers in Washington Square Park �to brighten their day

Street Illustrator �An illustrator discussed an artist’s POV of healthcare while drawing NYC in Brooklyn Bridge Park, then held a free drawing class to inspire New Yorkers in Grand Central Station

CAMPAIGN TACTICS

3.63M+�Impressions

50+

Pieces of Content

$81.5K+

Media Value

516K+

Video Views

1.15�ROI IMV

These results reflect the partnerships we managed through the GRIN platform. Some activations, like our teaser videos, ads, and newsletters, were handled off the GRIN platform. Their results are reported later in the presentation.

2,600+Clicks

SNAPSHOT RESULTS

Accounts Reached

Likes

Saves

Clicks

TOP PERFORMING ACCOUNTS

Click the handles below to check out the posts. (Don’t miss these)

CAMPAIGN ANNOUNCEMENT SPLASH VIDEO

Play video below or click here to on play YouTube

A quick �snapshot of the influencer impact!

�This campaign connects MPH to everything that NYC stands for. Every borough is represented. Cornerstone cultural topics, including food, fashion, and art, are all on full display.

The conversations we started went beyond what’s said in a Reel. Each influencer’s followers and our core audience engaged with the content we developed. Personal stories, praise, and hype all indicate a strong word of mouth impact.

COMMUNITY ENGAGEMENT

17,876

Accounts �Reached

16

Saves

16

Comments

801

Likes

266

Clicks

12,885

Accounts �Reached

0

Saves

3

Comments

24

Likes

143

Clicks

Teaser Video

Amp-up Video

A FEW ADDITIONAL RESULTS

Paid Push Advertisement

LinkedIn Newsletter�Click here to read

91,125

Accounts �Reached

8

Comments

$0.14

CPC

6,897

Clicks

2,231

Impressions

4

Reposts

5.3%

Engagement Rate

A FEW ADDITIONAL RESULTS

Partner Newsletter

Influencer Boxes

Post-campaign thank-you boxes not only generated bonus exposure, but also laid the groundwork for stronger relationships that we can leverage in future campaigns.

Community account newsletters, like those from NY Locals and project.feel, allowed us to raise awareness beyond Instagram.

A FEW ADDITIONAL RESULTS

Thank you!