GE's Unimpossible Mission: A Digital Marketing Case Study

3-2 Case Study: Media Planning Cason Gochee Professor Bangia September 17, 2023

The following document results from an analysis of GE’s “Unimpossible Mission” digital advertising initiative. This report will delve into the company’s marketing strategy, encompassing the company’s mission and the opportunities they sought to leverage, along with the target audience and the chosen approach. We will investigate the key performance metrics employed to gauge the campaign’s effectiveness and the variety of content generated throughout its duration. Finally, we will conclude by sharing my personal perspective on the campaign and comparing it to potential areas for enhancement. In 2016, General Electric introduced its “Unimpossible Mission” digital advertising campaign with the primary objective of reshaping the company’s image. This endeavor aimed to shed its traditional reputation and, in doing so, seize an opportunity for recruitment while also positioning itself favorably among emerging tech giants in Silicon Valley (DaveGian, 2016). The campaign’s ingenious approach took the form of a clever series of video segments known as GE Theater. Its overarching goal was to craft compelling content that would captivate and engage audiences across various media formats, including written material, audio, video, and more. GE harnessed cutting-edge technology and creativity to change and dispel long-standing “idioms of improbability” within these videos. The campaign’s success was attributed to the multifaceted elements present in the advertisements, such as comedy, realistic aesthetics, and an educational yet relaxing narrative style. With “Unimpossible Mission,” General Electric successfully rebranded itself to align with contemporary standards. This campaign not only achieved its immediate objectives but also served as a testament to the company’s potential for future creative exploration. The campaign resonated strongly across numerous social media platforms, effectively reaching the screens of the younger generation. The growth of their YouTube channel and the activity on their Pinterest

profile vividly illustrate the powerful outcome of blending inventive digital marketing concepts with trending topics (What We Can Learn from GE’s Digital Marketing Strategies, 2019). The campaign demonstrated tangible results through an increased following and a higher click- through rate, confirming its continued success. Lastly, I find it challenging to identify any areas where improvements could have been made with respect to the campaign. The transformation of the company’s identity stands out as a remarkable journey. This campaign succeeded in delivering content that was both relatable and captivating, often carrying subtle emotional messages with occasional heartfelt undertones. However, I understand that not everyone may be inclined to watch advertisements centered on “tedious scientific subjects.” It is worth acknowledging the difficulty of marketing a diverse product range that encompasses mining and aviation applications, among others. Given this diversity, I genuinely appreciate the campaign’s approach in emphasizing the idea that human ingenuity can break down walls and make the seemingly impossible achievable by pushing the boundaries of technology. One crucial observation I have regarding GE pertains to the ethical concerns associated with its significant involvement in the petroleum industry, contributing to environmental pollution. Addressing this ethical concern and implementing future measures to alter this narrative will be crucial for the company in its future.

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Works Cited Gianatasio, David. Ad of the Day: GE Embarks on “Unimpossible Missions” Like Saving a Snowball in Hell . 11 Feb. 2016, https://www.adweek.com/brand-marketing/ad-day-ge-embarks- unimpossible-missions-saving-snowball-hell-169597/. “What We Can Learn from GE’s Digital Marketing Strategies.” Neil Patel , 12 Apr. 2016, https://neilpatel.com/blog/learn-from-ge-digital-marketing/.

3-2 Case Study Media Planning

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