Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video”

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Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video”

  1. 1. GE CONTENT MARKETING A LESSON IN PAID, OWNED & EARNED
  2. 2. LOOKING BACK THEN NOW
  3. 3. SHIFTING TOWARDS EARNED & OWNED TODAY EARLY STRATEGY 80 % 40 % 15 % PAID EARNED 30 % 30 % EARNED OWNED 5 % OWNED PAID 3
  4. 4. GE + FULLSCREEN CHANNEL MANAGEMENT MEDIA CONTENT Grow subscription base & earn viewership through constant optimization of content & channel Optimize YouTube media campaigns for shares & conversions by applying targeting at the channel & content level Match GE with influential creators to leverage existing communities native to the platform 4
  5. 5. HOW GE GOT IT RIGHT 1 Insights & Analytics Social analytics & YouTube insights informed a careful analysis identifying the audience most inclined to share content within GE’s wheelhouse. # OF SHARES SCIENCE & TECH ENTHUSIASTS 5
  6. 6. HOW GE GOT IT RIGHT 2 Influencer Matching Potential influencers for partnership were evaluated through two filters: - Which creators on Youtube index against the desired audience? - Which creators in that list meet the qualitative benchmarks for GE’s content brand? +
  7. 7. HOW GE GOT IT RIGHT 3 Building a Partnership GE invested in building a relationship with the selected partners in order to align on the overall objectives of the content initiatives. 7
  8. 8. HOW GE GOT IT RIGHT 4 Letting Creators Create The partners were trusted to develop content that’s both organic to their audience while matching GE’s communication strategy. 8
  9. 9. THE RESULTS - THE SLOW MO GUYS 3 PART VIDEO SERIES = + THE SLOW MO GUYS GE teamed up with TheSlowMoGuys (3.5 MM Subscribers) for a 3-part series that aired on the influencer’s channel and drove to GE’s. The series resulted in the greatest week-long subscription growth on the channel to date. SERIES PERFORMANCE 5.1MM 20% GROWTH IN SUBSCRIPTIONS 400K+ SOCIAL IMPRESSIONS VIEWS ACROSS 3 VIDEOS
  10. 10. THE RESULTS - ASAP SCIENCE = + ASAP SCIENCE VIDEO DRIVING TO TUMBLR GE teamed up with ASAP Science (2.1 MM Subscribers) around a 3D Printing initiative that drove from their YouTube page to GE’s Tumblr. The series converted 80,000 clicks to Tumblr. SERIES PERFORMANCE 1.9MM 80K 23K+ LIKES ON YOUTUBE VIEW S CLICKS TO GE’S TUMBLR
  11. 11. THE RESULTS In 2013, 350 videos resulted in 6.8 MM owned & earned views on the GE Channel. The ASAP Science video has resulted in 1.9 MM earned views. 6.8 MM EARNED & OWNED IN 2013 7.1 MM ASAP SCIENCE SLOW MO SERIES The 3 Slow Mo videos have already resulted in 5.1 MM earned & owned views. 11

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