GE - Unimpossible Missions

GE - Unimpossible Missions

A solid content marketing strategy is an excellent way to engage potential customers and shape general perception of a corporate brand. Video is one of the best ways to do this.

Take General Electric (GE), for example. GE is, of course, not an airline, but it is a legacy organization supporting the aviation industry. Like many similar organisations, GE is keen to shake an “old school” image as a huge, inaccessible conglomerate. As a result, GE produced three exciting videos under the common tagline “Unimpossible Missions”. The videos depict GE scientists doing seemingly impossible things, like keeping a snowball frozen in 2000 degree temperatures , capturing lightning in a bottle and telling a story through the Berlin Wall.

Aimed at a millennial audience, the clips celebrate defiance of commonly held beliefs and the spirit of invention. At the same time, they provide glimpse into how GE scientists test the limits of science each day. According to a feature at adweek. com , the video series launched under the banner of GE Theater, in “a broad push by the company to deliver meaningful content that people actually want to read, listen to, watch and consume”.

The videos naturally get prominence on GE’s social properties. They have garnered more than 500,000 YouTube views and GE execs also believe this type of content can be an important tool for recruitment.

An example of this strategy as employed by a carrier is the “Behind the Scenes” series of videos by American Airlines, showing how the airline does things like designing cabins and painting aircraft liveries.