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Sarah Swinford 
Roosevelt University 
BADM 104 Social Media & Business
GE sought to provide more 
transparency about their business. 
GE wanted to change their perception 
from an invisible, bo...
An Instagram campaign 
to tour and show the ins and outs of locations 
like the GE Aviation Engine Testing Center in 
Winn...
All posts from these tours were tagged 
with the #GEInstaWalk hashtag. 
Let’s take a look at the some of the 
resulting in...
Reach: Over 3.3 million 
per tour. 
Over 200,000 social engagements across 
#GEInstaWalk posts in the first 48 hours 
alon...
This was ALL accomplished 
with no paid media support. 
AND, this campaign is far from over. 
GE plans to do more contests...
Consumers value transparency, 
even when it comes to B2B brands. 
The #GEInstaWalk campaign and GE’s newfound 
transparenc...
#GEInstaWalk B2B Marketing Case Study
#GEInstaWalk B2B Marketing Case Study
#GEInstaWalk B2B Marketing Case Study
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#GEInstaWalk B2B Marketing Case Study

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A case on GE's marketing campaign, #GEInstaWalk.

Published in: Marketing
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#GEInstaWalk B2B Marketing Case Study

  1. 1. Sarah Swinford Roosevelt University BADM 104 Social Media & Business
  2. 2. 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 employees. Source:http://www.slideshare.net/digiday/905-katrina-craigwell
  3. 3. 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. Source: http://industry.shortyawards.com/nominee/6th_annual/ts/general-electric-instagram
  4. 4. All posts from these tours were tagged with the #GEInstaWalk hashtag. Let’s take a look at the some of the resulting instagram posts…
  5. 5. Reach: Over 3.3 million per tour. 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. Source: http://industry.shortyawards.com/nominee/6th_annual/ts/general-electric-instagram
  6. 6. 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.
  7. 7. 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 campaign.

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