To connect with its customers, Cigna Health Insurance and Hill Holiday launched the “Go You” hub. Through Facebook apps like “If You Really Knew Me,” fans engaged with both the brand and their friends, sharing what were the things that mattered to them most. Virtual events such as “The New Year's Non-Resolution,” videos, badges and other original content completed the integrated experience. In seven months, the page gained more than 70,000 followers and garnered millions of impressions.