GE Lighting – Display Media Campaigns /

Challenge:

GE reveal® Display Media Campaigns. To execute GE reveal® Display Media campaigns featuring blogger testimonials collected by our blogger outreach campaign and brand ads across multiple marketing channels. Prove’s challenge, in partnership with EFM, was to execute campaigns across various ad networks and specialty sites to target specific verticals and segments with different types of creative to serve all platforms.

Approach:

Create multiple types of creative to serve all platforms and verticals including desktop and mobile banners, pre-roll video, audio spots, retargeting ads, social media and paid search ads. Our verticals were Beauty/Women, DIY and Couponers.

Ads were rotated and tested using vertical-specific creative. Creative included the following campaigns:

• General brand
• Featured blogger testimonials
• Co-branded with Target for holiday
• Short Video tastemaker testimonials from lifestyle documentary video

Results:

• Increased brand strength website traffic by 80% (direct traffic, product webpage traffic, “reveal” keywords)
• Rotating and optimizing creative increased click through rate from .10% to .22%
• Generated new downloads of Target's Cartwheel coupon app
• Increased YouTube views of lifestyle documentary video making it GE Lighting’s 3rd most-watched video

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