GE Native Advertising Case Study

GE Sharing Healthy Ideas!

BeebyClarkMeyler.com | @GoBCM!

•  Reposition the GE brand within the consumer healthcare environment"

•  Leverage the fact that GE’s demographic was active online and increasingly involved with social networks like Facebook and Twitter"

•  Challenge: break through the typically uninteresting online clutter and engage consumers to share content with their networks "


Bold concept makes online sharing fascinating and relevant"

•  Beeby Clark+Meyler worked with BBDO to develop an integrated creative and media concept: “Sharing Healthy Ideas.” It was based on the insight that good health could be contagious"

•  The concept took over share functions on major health websites and health areas of popular content-sharing sites to encourage sharing via Facebook, Twitter, and email"


User lands on a site that features a healthy article. GE-sponsored share bar is adjacent to article."

User clicks to share the article"

If the user shares through Twitter and is already logged in, they are prompted to opt-in and have their tweet tracked and promoted. If the user is not logged in, they are prompted to do so first."

The user’s tweet update form is pre-populated with the article link and hash tag. The user can edit it and add their comment. The article gets posted to their Twitter stream."

The comment will then show up on their Twitter feed, and possible in our ad unit."


•  When users posted content to Facebook or Twitter, GE messaging and branding carried through to their feeds – generating additional impressions and reach "

•  When users’ networks interacted with this content by clicking through, all advertising on those pages was owned by GE – it was used to showcase the Web’s most shared health content"


•  The campaign was one of GE’s most effective interactive campaigns of all time, garnering record levels of engagement and brand impact"

•  5.1MM people were reached in social environments like Twitter and Facebook via shared, GE-sponsored content. This resulted in over 416K click-throughs to engage with the content – a CTR of over 8."

8.1%"

Top Shared Stories"

Sharebar"

Brand Favorability Benchmarks!

Dynamic Logic"MarketNorms"

14.8%"

1.5%"


•  Aside from record engagement and CTR rates, the Sharing Healthy Ideas campaign drove brand metrics through the roof – driving double increases in key favorability and message association metrics"

•  The campaign spawned new ad formats for Huffington Post and Digg, and was one of the earliest executions to target the newsfeed on Facebook"

1.10"

0.3"

GE Share Bar" Benchmark"

Interaction Rates!

GE Share Bar" Benchmark"

.74"

.56"


Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. "We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. "For more information, contact Stuart Meyler, Principal"[email protected], 203.653.7950"!Visit: BeebyClarkMeyler.com!Follow: @gobcm"

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GE Native Advertising Case Study