For most brands, Facebook is a supplementary media channel. Given its social nature Facebook is best used for light entertainment, offering information, conversing with customers and running competitions. Rarely is Facebook relied on for lead generation, and rarely is it a platform where consumers choose to interact with a life insurance company. However, at Cigna, they saw the opposite. Over the twelve month period they ran a lead generation campaign that almost doubled our Facebook following, saw genuine engagement and drove tangible ROI.