General Electric ‘Building a World that works’ - 24 in 24 Purpose Campaign
Mid-way through 2020 General Electric came to my team with their new tagline.
Building a World that Works
They wanted to build an employee focused social campaign to launch alongside their TVC spot to bring their new tagline and a new era of GE into the limelight. With that in mind we came up with an approach that would truly encapsulate “Building a World that Works” by showing off 24 global GE locations - one every hour for 24 hours straight.
For this campaign we gathered UGC from actual employees that were nominated as “content ambassadors” at each of the 24 sites that we were highlighting to get their real perspective on their jobs and what it means to them to build a world that works. With some guidelines that we set in place we got a plethora of great content.
We kicked off the campaign with some anticipation building with a fast paced trailer.
The teaser set the stage for the actual campaign which took place over the course of 24 hours on September 9th, 2020. The campaign content centered around using Instagram stories to highlight longer form content with highlights of shorter videos or stills on LinkedIn and Twitter for certain locations to keep the content fresh on all the platforms. My team worked together on a video call that entire time launching content every hour and monitoring for reactions and teaming up to tackle community management. There was someone engaging with the audience at any given point in time the entire 24 hours.
On top of the main content we also created a set of giphy stickers and created custom tumblers for the employees who participated in the campaign with the new tagline.
Employees engaged with the stickers through Instagram and actually posted them to their stories to show their #GEPride.