BlueCross BlueShield of Vermont
BlueCross BlueShield of Vermont provides health insurance to individuals, families, employers, and Medicare, offering coverage focused on health and well-being. What started as a request for consistent social media support evolved into a long-term, multi-division partnership built on connection and trust. This case study explores the value of our partnership and how we became a steady, behind-the-scenes extension of their teams.
Services provided:
Social Media Account Management
Community Outreach
Social Post Creation + Captioning
Reporting + Data Analysis
Consulting
Results:
3x growth for each division in the first 6 months, using organic social
Higher link click-through rates on educational posts or landing pages
Supported attendance growth for events across each division
Consistent, on-brand presence across all platforms, providing a trusted touchpoint for policyholders and community members
Reduced internal workload, providing the ability for the BlueCross BlueShield team to remain hands-off and focus on other priorities
They Wanted a Team, Not a Transaction
BlueCross BlueShield of Vermont initially contacted us in 2018, just a year after Olive & Milo began, seeking a partner who could fully own their social media. They also had a clear vision for the “who.” What they wanted was a small, dedicated team—one whose sole focus on social media meant more consistency, less turnover, and a trusted working relationship with hands-on support. They valued long-term partnerships and personal connections in a role that some corporations may view as purely transactional. That level of trust and intention spoke volumes.
Designed for Real People
A social media post about health care isn’t exactly a “scroll-stopper,” just as insurance isn't the first industry you’d think of when considering social media platforms. But BCBS and Olive & Milo worked together to make a digital presence that was for more than just driving sales. We made sure their online presence was about providing accessible information and staying connected.
When done right, social media can help humanize a company that may otherwise seem rigid and unrelatable. BlueCross BlueShield of Vermont understood that importance. By showing up consistently with content that reflected not only their mission but actually spoke to their audience, together we created a digital presence that felt accessible, trustworthy, and genuinely helpful.
Whether it was an enrollment reminder, community event, national health concern, or preventive wellness tip, each post used language that spoke directly to their audience of families, individuals, caretakers, and small businesses.
A Partnership Worth Returning To
Over time, Olive & Milo’s work with BlueCross BlueShield of Vermont became second nature. We integrated seamlessly into their team, providing support with flexibility, consistency, and care. Together, we built a strong foundation, clear systems, a cohesive voice, and a strategy that felt true to who they are.
Eventually, they felt confident enough to bring things in-house. Though about a year later, they returned, looking for the partnership and ease they’d come to rely on.
That trust in our expertise led to even further collaboration. Through internal recommendations, we expanded our work to include their Medicare program, Vermont Blue Advantage, and NextBlue of North Dakota, another agency division. Eventually, we managed social media for three distinct BlueCross BlueShield divisions, all with unique audiences but shared goals.
This journey reinforced a key point, value isn’t black and white. Social media is not just about boosting growth metrics or engagement numbers. It’s about showing up in the right way, for the right people, again and again.
The Right Prescription for Partnership
This case study says something bigger to us. Businesses are investing in people, not just services. The “who” with the “what.” With the right partner, that investment pays off in ways that go significantly further than numbers. At the end of the day, it’s not just about posts—it’s about real people, and the connections built between those providing care and those who rely on it.