GE has become something of a darling of modern marketing, being willing to experiment with an array of channels and platforms. From using drones for live video through Periscope to #Emojiscience lab experiments on Snapchat, GE has shown a proficiency in content marketing that’s the envy of many fellow marketers.
The key to GE’s success, according to Katrina Craigwell, GE’s director of global content and programming, is an innovative culture that prizes storytelling as the way to communicate a very complex business.
“We’re always trying to stay ahead of where user behavior, human behavior is going. GE has a lot of stories to tell, and they’re fairly complex technology stories,” said Craigwell on this week’s episode of The Digiday Podcast. “We’ll continue to look at not just how we do great one-off moments, but also help develop talent and help support the next voices on so many of these platforms.”
Below are some highlights from the conversation:
Marketing is also about talent.
While most marketing focuses on customers, it also serves a critical role in recruitment. People want to work for interesting companies, and for GE that means telling a great story about what it does.
“We certainly want people to understand what goes into this, to participate, to feel good about it and to be able to ask questions,” said Craigwell. “The next generation of talent is behaving in a different way than previous generations have, and they’re also the next generation of business decision makers.”
GE embraces the power of platforms.
It is important for brands to understand the expectations of its audience across different platforms as well as the content it pushes out on each. Which is why it decided to push out 6-second long DIY science experiments that looped on Vine versus YouTube, where it offered its fans peeks into some of its facilities. GE isn’t afraid to experiment.
“We believe in quality over quantity, we believe in taking time, we believe in moving from experimentation to programming,” said Craigwell. “You also have to have a little bit of a futurist view. We’ll take the principle of lightweight scientific understanding and execute it differently in the right way for each platform.”
Why GE partners with influencers.
At the core, it’s about understanding platforms and their communities, and what functionality they are looking for. And a lot of times, influencers that have endemically grown on a platform understand the landscape a lot better. GE has often bypassed agencies and gone straight to influencers.
“We certainly don’t want to tell our story alone. When we bring in these voices and talents, they find angles, viewpoints that just add so much to the story,” said Craigwell. “You have to take the time and build a relationship and then trust and take a step back, and let the creator do what they do. As traditional brand marketers, we get a little hung up.”
Creative ideas come from everywhere.
While BBDO is GE’s agency-of-record, the brand is aware of the altering advertising landscape today, where multiple specialist agencies thrive. It works with several different ones, including Vayner Media and the Barbarian group among others.
“There’s so much to cover, and there’s partners who are experts,” said Craigwell. “We like working with specialists.”
Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills
As the digital marketing landscape continues to be murky for niche brands, CBD brand Sunday Scaries looks to OOH as a workaround.
How work-anywhere trend helped Vista attracted senior talent from heavy hitter brands
A remote-first, flexible working operating model has enabled Vista to snag top talent from major brands like Nike, Spotify, Converse and Netflix in the last year.
Quontic Bank’s metaverse outpost demonstrates the importance of brand utility in metaverse activations
Legal concerns notwithstanding, Quontic’s plans for its Decentraland location show that the bank is approaching the metaverse as a functional space for every day use, rather than an escape from reality.
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
‘Cost conscious consumers, restrictive economy’: Advertising’s tough ride in 2022
The big issue for advertisers from an ad spending impact isn't the war in Europe. It’s the supply chain woes emanating from china, the pandemic and the lockdown
In-game advertising experts question Microsoft and Sony’s gaming advertising plans
The importance of free-to-play titles is one reason why some in-game advertising experts are skeptical about the tech giants’ ability to succeed in their chosen business.