Army of Influences: Building Trust Through Social Media
When it comes to healthcare, trust and relatability are everything. At MetroPlusHealth, we knew we needed to speak to New Yorkers in a way that felt authentic, personal, and grounded in their communities. That’s how the Army of Influences campaign was born—a bold, social-first initiative that turned everyday New Yorkers into powerful advocates for affordable, high-quality health coverage.
My Role
I worked closely with our talented Social Media Manager and partner ad agencies to guide the strategy and development of this campaign. My role was to align creative vision with MetroPlusHealth’s mission while ensuring execution connected meaningfully with our diverse audience.
Together, we:
- Directed influencer strategy: Partnering with local voices who represented the neighborhoods we serve.
- Shaped storytelling: Crafting content that highlighted real experiences and values, not generic marketing copy.
- Aligned creative teams: Ensuring agencies and internal teams worked toward one unified goal—building trust and driving enrollment.
The Impact
The Army of Influences campaign became more than marketing—it became a movement that reflected the vibrancy of New York City. The campaign reached hundreds of thousands of New Yorkers across social platforms, strengthening brand recognition and driving engagement where it mattered most.
And the industry noticed: Ad Age honored MetroPlusHealth with a 2024 Healthcare Marketing Impact Award, spotlighting our work as one of the year’s most effective, innovative campaigns.
