GE Native Advertising Case Study

BeebyClarkMeyler.com | @GoBCM!

•  Reposition the GE brand within the consumer healthcare environment"

•  Leverage the fact that GE’s demographic was active online and
increasingly involved with social networks like Facebook and Twitter"

•  Challenge: break through the typically uninteresting online clutter and
engage consumers to share content with their networks "


Bold concept makes online sharing
fascinating and relevant"
•  Beeby Clark+Meyler worked with BBDO
to develop an integrated creative and
media concept: “Sharing Healthy Ideas.”
It was based on the insight that good
health could be contagious"

•  The concept took over share functions
on major health websites and health
areas of popular content-sharing sites to
encourage sharing via Facebook, Twitter,
and email"


User lands on a site that features a healthy If the user shares through Twitter and is The comment will then show
article. GE-sponsored share bar is adjacent already logged in, they are prompted to opt- up on their Twitter feed, and
to article." in and have their tweet tracked and possible in our ad unit."
promoted. If the user is not logged in, they
are prompted to do so ﬁrst."

User clicks to share the article" The user’s tweet update form is pre-populated
with the article link and hash tag. The user can
edit it and add their comment. The article gets
posted to their Twitter stream."


•  When users posted content to Facebook
or Twitter, GE messaging and branding
carried through to their feeds –
generating additional impressions and
reach 
"
•  When users’ networks interacted with
this content by clicking through, all
advertising on those pages was owned
by GE – it was used to showcase the
Web’s most shared health content"


•  The campaign was one of GE’s most Brand Favorability Benchmarks!
effective interactive campaigns of all 14.8%"
time, garnering record levels of
engagement and brand impact"

8.1%"
•  5.1MM people were reached in social
environments like Twitter and Facebook
via shared, GE-sponsored content.  
1.5%"
This resulted in over 416K click-throughs
to engage with the content – a CTR of
over 8." Top Shared Sharebar" Dynamic Logic"
Stories" MarketNorms"


•  Aside from record engagement and CTR rates, the Sharing Healthy
Ideas campaign drove brand metrics through the roof – driving double
increases in key favorability and message association metrics"

•  The campaign spawned new ad formats for Hufﬁngton Post and Digg,
and was one of the earliest executions to target the newsfeed on
Facebook"
Interaction Rates!

1.10" .74"

.56"
0.3"
GE Share Bar" Benchmark" GE Share Bar" Benchmark"


Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. By this we mean the creation of new and more effective
marketing based on the consumer’s evolving interaction with, and
consumption of, media. "
We design highly productive marketing programs that leverage today’s most
engaging digital media technologies to enable more brand engagement,
awareness and sales. "
For more information, contact Stuart Meyler, Principal"
smeyler@beebyclarkmeyler.com, 203.653.7950"
!
Visit: BeebyClarkMeyler.com!
Follow: @gobcm"

GE Native Advertising Case Study

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GE Native Advertising Case Study