Five questions for Judy Hu, Global Executive Director for Advertising and Branding, G.E.

Earlier this year, General Electric (G.E.) launched its Healthymagination campaign, dedicated to “becoming healthier, through the sharing of imaginative ideas and proven solutions.” As part of the campaign -- G.E.’s biggest ever aimed at consumers -- G.E. partnered with Howcast to create a conversation around health using how-to videos. Several popular YouTube users like Smosh and iJustine contributed videos to Howcast, in addition to 20 Howcast-produced videos, ranging in topics from “How to Get a Little Healthier While Staying Lazy” to “How to Build Your Own MRI Machine.”

In our latest interview, Judy Hu, Global Executive Director for Advertising and Branding at G.E., talks about the company’s 100-year history, YouTube user content, and the importance of being informative and imaginative in advertising.

1. For healthymagination, you created a multi-faceted experience on YouTube with custom content, a partner channel takeover and engaging YouTube personalities. How do these efforts fit into your general digital marketing strategy?

With our healthymagination campaign, we wanted to change the conversation around health and engage more people in an ongoing dialog about how to live healthier lives. Part of our strategy was to reach a broader audience of consumers, which meant going to where the audience is -- the digital arena. YouTube’s the largest video site with one of the biggest online audiences, and conversations are already happening there. We wanted to be a part of them.

2. In addition to the healthymagination brand channel on YouTube, you sponsored a channel takeover of YouTube partner Howcast. How did working with an established YouTube partner like Howcast further your campaign goals?

Working with Howcast gave us an experienced partner that understands today’s video audience. We knew that Howcast was a cool content creator, but they also brought great expertise in executing strategic new media campaigns. It’s wasn’t just about content creation -- aligning topics and concepts with target audiences in a compelling way -- but also about leveraging distribution channels from both Howcast and YouTube personalities. Howcast developed a media plan tailored to the campaign that included rich media ads, Promoted Videos, and InVideo overlays. We also got a number of YouTube celebs involved in a health-themed physical challenge. Individually, these YouTube stars knew their own audiences, who got involved in watching the challenges unfold.


3. What audience does G.E. hope to reach through its efforts on YouTube? How will you measure its success?

The program’s been a smash success for us. Howcast’s health videos reached hundreds of thousands of viewers. The YouTube healthymagination physical challenge had 8 million video views, nearly 250,000 video ratings, and 110,000 comments. Our YouTube media plan garnered over 4 million playbacks, counting both user-initiated and auto-play views. Not only were viewers interested, but they stuck around -- we had a 28% completion rate of our video views.

4. G.E. has been around for over 100 years. How has G.E.’s approach to advertising changed over time, what’s been consistent, and how does YouTube fit into it today?

Over those 100 years, we’ve consistently used advertising to tell stories about our company. The formats, platforms, and channels have changed, but we’ve always tried to inform by entertaining and engaging people.

In 2003, we launched a new tagline, “imagination at work,” which reflects how we use our imaginations to solve some of the world’s toughest challenges, whether they’re environmental or health issues. We have researchers around the world who have invented water purification systems that turn saltwater into drinking water, and the Vscan, an ultrasound that fits into the palm of your hand. Our advertising has to be as imaginative as our products. YouTube, a creative and very human environment, is a natural fit.

5. How would you describe G.E.’s approach to social media? How important is video to this strategy?

Social media is about storytelling and conversations, so it’s really part of our ongoing content strategy. We’re simply out there talking in other places beyond our own websites.

Video viewing is growing at an unprecedented rate. It’s a format that particularly lends itself to eliciting emotional responses -- people watch videos, and then they laugh, cry, argue. And emotional responses are what connect people to brands. So yes, we’re making hundreds of videos -- watch for them on YouTube!

Posted by George Strompolos, Strategic Partner Development