The 2007 campaign was one of the most successful interactive campaigns ever conducted by GE. Compared with metrics in 2006, the company reported the following results: total site visits increased +357%; total page views increased +137%; total time spent on the site increased +452%, with more than 6 million minutes of user engagement. Average video view times greatly exceeded industry norms with more than 8 million viewers watching more than one minute of video. Brand-tracking studies reported: 14% improvement in unaided awareness of GE as an "environmentally conscious" company; 10.5% improvement in message association.