GE Native Advertising Case Study
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GE Native Advertising Case Study

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This case study shows how Beeby Clark+Meyler helped reposition the GE brand within the consumer healthcare environment by developing an integrated and interactive marketing concept that took over ...

This case study shows how Beeby Clark+Meyler helped reposition the GE brand within the consumer healthcare environment by developing an integrated and interactive marketing concept that took over share functions on major websites.

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
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

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GE Native Advertising Case Study Presentation Transcript

  • 1. GE Sharing Healthy Ideas!
  • 2. 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 "
  • 3. BeebyClarkMeyler.com | @GoBCM! 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"
  • 4. BeebyClarkMeyler.com | @GoBCM!User lands on a site that features a healthy If the user shares through Twitter and is The comment will then showarticle. GE-sponsored share bar is adjacent already logged in, they are prompted to opt- up on their Twitter feed, andto article." in and have their tweet tracked and possible in our ad unit." promoted. If the user is not logged in, they are prompted to do so first." User clicks to share the article" 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."
  • 5. BeebyClarkMeyler.com | @GoBCM!•  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"
  • 6. BeebyClarkMeyler.com | @GoBCM!•  The campaign was one of GE’s most Brand Favorability Benchmarks! effective interactive campaigns of all 14.8%" time, garnering record levels of engagement and brand impact" 8.1%"•  5.1MM people were reached in social environments like Twitter and Facebook via shared, GE-sponsored content. 
 1.5%" This resulted in over 416K click-throughs to engage with the content – a CTR of over 8." Top Shared Sharebar" Dynamic Logic" Stories" MarketNorms"
  • 7. BeebyClarkMeyler.com | @GoBCM!•  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" Interaction Rates! 1.10" .74" .56" 0.3" GE Share Bar" Benchmark" GE Share Bar" Benchmark"
  • 8. BeebyClarkMeyler.com | @GoBCM!Beeby Clark+Meyler is an award-winning interactive agency focused oninnovation in media. By this we mean the creation of new and more effectivemarketing based on the consumer’s evolving interaction with, andconsumption of, media. "We design highly productive marketing programs that leverage today’s mostengaging digital media technologies to enable more brand engagement,awareness and sales. "For more information, contact Stuart Meyler, Principal"smeyler@beebyclarkmeyler.com, 203.653.7950"!Visit: BeebyClarkMeyler.com!Follow: @gobcm"