BADM 104 Social Media & Business
GE sought to provide more
transparency about their business.
GE wanted to change their perception
from an invisible, boring, and
industrial company into a very much
visible, design-friendly company.
GE wanted to “drive interest among the next
generation of potential shareholders” as well
as possible future software or engineering
An Instagram campaign
to tour and show the ins and outs of locations
like the GE Aviation Engine Testing Center in
Winnipeg, Canada, GE Aviation’s Test Operations
facility in Peebles, Ohio, and GE Transportation’s
Manufacturing Facility in Fort Worth, Texas.
GE chose six “Instagram Influencers” per tour
to snap unbelievable pictures to upload to
Instagram in real time.
GE also brought ‘GE superfans’ on these tours to
snap pictures as well, finding them using
instagram based contests with hashtags relating
to each facility, such as #AVGeek.
All posts from these tours were tagged
with the #GEInstaWalk hashtag.
Let’s take a look at the some of the
resulting instagram posts…
Reach: Over 3.3 million
Over 200,000 social engagements across
#GEInstaWalk posts in the first 48 hours
alone after the first tour.
Several photos featured on
Instagram’s most popular page
from multiple tours.
3.8 million unique viewers
to the GE account.
Over 3,000 new followers to
the GE account.
This was ALL accomplished
with no paid media support.
AND, this campaign is far from over.
GE plans to do more contests and more
#GEInstaWalks in the future, all powered
by and featured on Instagram.
Consumers value transparency,
even when it comes to B2B brands.
The #GEInstaWalk campaign and GE’s newfound
transparency brought value and interest to their online
presence among the average consumer as well as
those invested in GE.
This campaign caught the attention of many young
individuals who began following the campaign and GE on
Instagram – and many of these individuals may be possible
future employees or shareholders with the same interest in
innovation as GE.
You do not need paid media support
to run a successful awareness