Increasingly, social responsibility has a larger role to play in shaping a company's success. At GE, corporate citizenship is a business imperative and the driving force behind GE's ecomagination commitment, a global strategy to address the environmental and operating challenges facing GE’s customers, emerging markets and society at large. GE business and marketing leaders have been tasked with turning this strategy into operation and communicating the real benefits of this approach.
As GE’s interactive advertising agency of record, Beeby Clark+Meyler was asked to create an integrated online campaign for ecomagination designed to engage the business audience and inform them about GE’s wide array of innovative products. The campaign’s brand building objectives were to effectively communicate GE’s ecomagination story as well as:
Beeby Clark+Meyler set out to show GE's products in action around the world via an online video advertising campaign that also integrated with TV and print. The message, tone and style underscored GE’s proactive approach to taking on some of the world's toughest environmental problems. Original content, particularly films and video created exclusively for the Web, further enabled our ability to tell the GE ecomagination story.
Two key insights drove GE's online approach to this campaign. Online video growth has been out-pacing all other digital media. And online video ads have proven to be more effective in lifting awareness and persuasion metrics.
The online plan was comprised of the following key elements during a 10-week period:
The ecomagination campaign was one of the most successful interactive campaigns ever conducted by GE. GE experienced major surges in Web site activity:
The campaign met the business goal of effectively communicating GE’s ecomagination story. Brand-tracking studies reported: