NEW YORK (AdAge.com) -- GE, known for its aircraft engines, wind turbines, refrigerators, NBC Universal, "bringing good things to life" is also known for offering serious ad messages for serious people.
So why, then, is GE on YouTube working with DeStorm, iJustine, SxePhil, Shaycarl, Smosh and 10 other "cewebrities" to get their green energy "Tag Your Green" message out? Well, kids grow up and GE wants the brand to be considered part of the clean energy solution.
"While traditionally, GE has targeted business executives and influentials, with Ecomagination we're broadening our target audience to include younger consumers," said Judy Hu, GE director for advertising and branding, via e-mail. "They are our future investors, customers, and employees, and we want them to know what GE stands for and engage with our brand."
In partnership with Howcast Media, which creates and distributes mostly "how-to" videos, GE launched a social-media advertising campaign, to spread awareness about Ecomagination, the company's long-term investment in green energy.
So GE employed 15 YouTube celebrities and asked them to make videos telling their followers about GE's commitment to the environment. The YouTubers were also tasked with encouraging their fans to engage with the idea by asking fans to come up with their own inventive ways to make nice with the environment.
The goal was to get 10 million total views by the end of December, but they reached that mark a few weeks early, passing 10 million earlier this week. The campaign landed at No. 1 on the Viral Chart this week with 2.6 million views, up from No. 7 last week.
Videos in the series, such as Michelle Phan's "Eco-Friendly Beauty" (1.1 million total views), opens with a bird's-eye view of verdant forests, and gives genuine instructions on how to curl your hair naturally, without using electricity.
Ms. Phan's followers are mostly teenage girls. And many of the other YouTube personalities that GE has chosen to use (i.e. iJustine, Brittani Louise Taylor and Dave Days) also have audiences predominantly made up of teenagers.
This is GE's second foray into YouTube: In February, it worked with Howcast for the first time to promote Healthymagination, a company public health initiative. But this campaign is proving to be much more successful, which means that in 10 years, GE may quadruple the number of job applications it receives. Or it will just be perceived as a model corporate citizen, which seems to be the idea.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||7||General Electric||Tag Your Green||N/A||2,665,236||+215%|
|2||1||Old Spice||Responses||Wieden & Kennedy||986,920||-30%|
|3||6||Evian||Live Young||BETC Euro RSCG||969,257||+7%|
|4||3||DC Shoes||Gymkhana Three||In-house||960,636||-21%|
|5||New||Hyundai & YouTube||YouTube Symphony Orchestra 2011||N/A||808,278||New|
|6||8||Geico||Really Save||The Martin Agency||784,645||+6%|
|7||5||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||722,126||-31%|
|8||4||Blendtec||Will It Blend?||In-house||719,637||-34%|
|9||9||Old Spice||Odor Blocker||Wieden & Kennedy||690,119||-3%|
|10||Back on Chart||Axe||Cleans Your Balls||BBH||649,213||Back on Chart|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.