On February 12, 2010, GE launched its largest consumer effort to date -- Healthymagination. Through Healthymagination, GE is committed to bringing better health to more people by reducing costs and improving quality and access. This campaign spanned a wide range of media and partnerships, including a collaboration with Howcast. Here's how GE used viral videos to tell its story.
Step 1: YouTube Howcast leveraged its popular YouTube channel with a 3-month GE takeover to create a central destination for the campaign, which kicked off with the Healthymagination YouTube Physical Challenge.6 YouTube stars with nearly 3 million subscribers and 1.5 million Facebook and Twitter followers competed to create hilarious health stunt videos based on fan suggestions.
Step 2: Custom how-to content Also featured on Howcast's YouTube channel and across its distribution network: custom how-to videos that used humor, originality, and a splash of irreverence to highlight healthy living. In addition, Howcast created Health to Go, a mobile app for Android and iPhone devices.GE augmented the earned media approach with a paid media buy featuring a custom rich media ad users could click to play, to drive total view counts and user engagement.
Step 3: Performance To date, the Healthymagination YouTube Physical Challenge has amassed 10.3 million views. The most popular video, "Fat Kid Kung Fu" by Smosh, has garnered more than 1.3 million views on its own. Howcast's 43 custom videos added another 750,000 playbacks. The media plan tallied an additional 6 million views, with a 28 percent completion rate. Overall, user engagement was strong: 110,000 comments and 250,000 ratings, with an average of 4.7 out of 5 stars. Howcast's diversified approach built a robust framework to reinforce GE's overall messaging of Healthymagination: Better health for more people.