GE is one of the world’s biggest companies. And every day they’re hard at work using technology to solve some of the world’s biggest problems in energy, healthcare, transportation, and more. However, after years of seeing only fantastical advertising, the public knew little about what GE actually did. Our strategy to change that perception was to focus on expressing the good work GE is doing, but in a way that the Internet would embrace and spread. Our solution: The GE Show, an ongoing Web series featuring artistic videos, games, infographics and more, all designed to be shared online.

The GE Show spanned multiple episodes, covering topics from manufacturing and solar power to healthcare and the future of aviation. We created various pieces of sharable content ranging from videos to games to data visualisations. Then we meticulously mapped out GE’s universe of interest in the blogosphere niche by niche. The PR campaign then methodically shared each piece of content, authentically one to one.

Our approach resulted in 55 online media publications with a total of 17,046,735 unique visitors.To measure the perception lift from social sharing and word-of-mouth, measurement firm Vizu distributed 'The GE Show' videos through paid display placements and sharing, then tested how attitudes changed among people exposed each way.According to the resulting story in AdAge, “people exposed via sharing had a significantly bigger lift in positive attitudes toward GE - associating the brand with, creativity and innovation - than people exposed via paid placements.“Overall, the 'brand lift', which measured the extent to which consumers said they saw GE as "creative", was 138% higher for consumers exposed via sharing through than those who didn't see it at all. Specifically, 17% of people found GE creative after viewing the content via sharing versus only 7% of people who made that connection without having seen the advertising at all.”(Taken from http://adage.com/article/digital/ge-study-proves-consumers-respond-shared-content/232324/)