CHALLENGE

Raising Brand Awareness Through Community Engagement and Sponsorship

Blue Cross Blue Shield of Massachusetts (BCBSMA), the largest health plan in the state, sought to amplify its title sponsorship of the Metro-Boston Bluebikes program while driving sustained brand awareness. BCBSMA needed an integrated PR strategy that engaged local communities and increased visibility across Greater Boston.

SOLUTION

A Strategic PR and Influencer Program Centered on High-Impact, Immersive Experiences

Elevate crafted a comprehensive PR plan focused on influencer engagement, tapping into both macro and micro-influencers to promote BCBS-sponsored activations. The program highlighted immersive, shareable experiences like a Bluebikes ride around Fenway Park, pop-up spin classes, and a rebranded fleet of Bluebikes for PRIDE. By timing activations around key cultural moments like World Mental Health Day and Election Day, we maximized social sharing. To ensure message authenticity and campaign effectiveness, each influencer’s content was customized for alignment with their brand. Visual content creation was also key, with photographers and videographers on-site to generate engaging material specifically tailored for influencer promotion.

IMPACT

Widespread Engagement, Significant Impressions, and Strengthened Brand Presence

Through these initiatives, Elevate secured 75 influencer partnerships, resulting in nearly 25 million influencer impressions and 185,079 engagements across 467 posts. This influencer-driven success was complemented by 36 million earned media impressions. The integrated PR strategy significantly boosted Blue Cross Blue Shield’s brand awareness and deepened its connection with the Greater Boston community, establishing BCBSMA as not only a healthcare leader but also a key supporter of local initiatives.