GE Lighting – Blogger Outreach and Video Production /

Challenge:

GE reveal® Blogger Outreach. Prove, in partnership with EFM, was tasked to find and engage bloggers to write reviews about the GE reveal® line organically. All actions had to be trackable and accountable. Prove was brought on board to create a methodology to generate online buzz.

Approach:

Develop an outreach methodology to entice bloggers to write about GE reveal® without paying bloggers. We outlined a content marketing strategy such as videos, images and press releases to make it easy for bloggers to write and share content about the product. We also developed an incentives for coupons and free products using contests/giveaways/widgets.

• Targeted specific verticals: Beauty/Women, DIY, Couponers
• Executed a scalable personalized outreach to bloggers for posting success
• Encourage bloggers to share via social media for higher impressions
• Tracked and reported all posts, social shares, giveaways
• Create content assets for bloggers to share such as:  
  • Lifestyle documentary video with engaging fun tastemakers doing lighting makeovers on camera with reveal®
  • Press Releases
  • Target Coupons
  • Contests/Giveaways/Widgets for bloggers to use
  • Product Samples
  • Before and After makeover images featuring reveal®
  • Blogger asset webpage as the EPK for bloggers

Results:

We exceeded campaign goals. Halfway through the campaign we were asked to incorporate retailer Target to promote Target coupons, GE products and the Target coupon app, Cartwheel.

• Over 34 million organic impressions (5x expected)
• Conversion rate was 4.2% (expected was 2.5%)
• 431 unique sites posted (4x expected)
• Generated 187 reviews

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