GE has numerous business units across industries, from aviation to healthcare to software and more. But most people still associate the brand with lightbulbs and refrigerators. For the holiday season, we were tasked with showcasing the interconnectivity between the different businesses, a competitive advantage referred to internally as the GE Store.
A magical winter village that runs on technology from across GE's diverse portfolio. We set out to create a choose your own adventure experience on Instagram, linking the accounts of various GE businesses plus GE customers, like CSX, with content that illustrates the important role GE tech plays in connecting people to the things that matter most in life. Driving engagement, Easter eggs in the form of mini snow globes were hidden in select images, offering users a chance to win holiday gifts, such as airline vouchers, actual snow globes and more.
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In addition to beating organic Instagram benchmarks, the #DigitalSnowglobe campaign drove mass awareness of GE's diverse portfolio, demonstrating the often overlooked ways GE technology makes the world work better. Additionally, we were able to drive discovery of new and global GE Instagram accounts.