There are those who say that compelling content will always find its audience online. But even if that's true, the best content usually needs a push. Recognizing that the web is inherently social, GE sought out some of the internet's most popular content creators to give its "Tag Your Green" campaign a boost. The strategy worked. According to Visible Measures, "Tag Your Green," which tapped web celebs like Shaycarl, earned just over 6.9 million views and more than 53,000 comments. But beyond the numbers, the idea of giving YouTube stars a crack at investigating some of the ways GE touches our lives proved to be a clever way of delivering what would otherwise have been a polished brand message, in a package that seems far more transparent and accessible to users who are increasingly wary of traditional ads.
"Tag Your Green" also used YouTube stars like iJustine to encourage users to share their own ideas for making the world a greener place, giving the online video campaign a true interactive appeal.
In total, Visible Measures has tracked 15 GE campaigns, seven of which the brand launched in 2011. GE's total online video presence has achieved slightly more than 18.2 million views.
Agency: BBDO (New York); OMD Ignition Factory