Ge Brings the WOrld to Work - Employee Profile

When we started this campaign we were given two objectives:

1. Restore employee pride and confidence in the company that they work for.

2. Demonstrate to the wider market that GE and its employees are still developing innovative technology.

To do this, we realized we had to take a bottoms-up approach. Instead of activating at the corporate level with marketing speak, we knew we had to focus on those who make GE run every day, its employees, and make whatever creative we put out feel as personal and organic as possible, while still retaining the GE DNA. For one week at a time, we worked with each major GE business from Power to Aviation to Research to have their employees tell the story of a key product for that business by taking over all major GE social channels. Each day, a different employee from the business would post on the GE channel as if it were their personal account, showcasing what they work on every day and the colleagues who help make it happen.

But did it work?

You tell us. The series has generated over 1.4 MM engagements, 50MM+ impressions, and 9.6MM+ views across all platforms. It has generated the highest percentage of positive sentiment on a campaign in over two years, at over 75% positive sentiment. The campaign has even exceeded all of our view, engagement, & click-through rate benchmarks across all platforms in 2019.

We reached over 77% of all GE employees on Facebook & Instagram and reached an astonishing 91% of all targetable GE employees in the United States on LinkedIn.

As we continued to grow our presence on LinkedIn in 2019, we were able to increase shares of content by 67.96% and CTR by 14.62%. Four posts from the program cracked LinkedIn’s weekly BIM Top 20 posts lists, across a B2B industrial category of thousands of companies, for having the highest CTR of the week with an average of 1.54% on GE posts. The high performance was even called out by LinkedIn: 

“We aim to help brands understand the type of creative that resonates well with our members and gets them to engage: real people, a peek behind the company curtain, injecting personality or humor that is aligned with the brand. GE Corp has really taken into account their audience and what they care about when developing this innovative campaign.” 
— Janice Stromberg, Account Executive, LinkedIn

But most importantly, GE employees left hundreds of comments and messages, across all major social platforms, email, and internal communications services.

Press
AdWeek

Awards
Shorty Awards (2020)
Best Use of Linkedin (Gold Distinction)
Best Use of LinkedIn (Audience Honors)
Best in Business to Business (Silver Distinction)
Best in Business to Business (Audience Honors)
Best Use of LinkedIn Video (Audience Honors)

Webby Awards (2020)
Corporate Communications (Nominee)