Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video”
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This document outlines GE's shift from a marketing strategy relying heavily on paid media to one focused on owned and earned media. Originally, 80% of GE's strategy was paid media, 15% was earned, and 5% was owned. Now the focus is 30% paid, 30% earned, and 40% owned. GE partnered with YouTube influencers The Slow Mo Guys and ASAP Science to create video content for their channels that also drove viewers to GE's owned channels. These partnerships were successful, generating millions of views and new subscribers. GE's focus on owned and earned media through influencer partnerships has resulted in over 11 million earned and owned views in 2013 alone.
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Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video”
- 1. GE CONTENT MARKETING A LESSON IN PAID, OWNED & EARNED
- 3. SHIFTING TOWARDS EARNED & OWNED TODAY EARLY STRATEGY 80 % 40 % 15 % PAID EARNED 30 % 30 % EARNED OWNED 5 % OWNED PAID 3
- 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. 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. 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. 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. 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. 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. 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. 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