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Tuesday, 14 June 2011 10:27

GE: Project Plant-a-Bulb

Written by  Nik Brown
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In 2009, GE asked us to identify ways to reverse negative perceptions associated with compact fluorescent light bulbs. Keathley responded by developing, branding and promoting a grassroots Earth Day campaign centered on GE’s CFL product portfolio.

The GE Project Plant-a-Bulb initiative encouraged consumers to learn about the benefits of CFLs; it also rewarded them for doing so by planting a flower bulb to make the world a more beautiful place. We expanded the campaign in 2010, with elements including:

  • A 30-second viral video that showcased the benefits of energy-efficient lighting. Planted on a custom website, Facebook, YouTube and other web venues, the video spurred audiences to spread the word by offering to donate flower bulbs for every view during the month of April.
  • Retailer partnerships across the country that engaged consumer audiences in-store. All partners were provided promotional elements with the purchase of a set amount of GE lighting products.
  • Educator partnerships in all 50 states. All participating schools were provided Earth Day lesson plans and promotional tools to encourage students to spread the word about the campaign.

Results: The number of flower bulbs planted totals more than 200,000. The three communities with the most participation also earned a high-profile planting event. Total campaign impressions reached over 90 million, with over 100,000 video views. We’re currently exploring new ways to expand the program into other GE business units. The campaign has won multiple awards, most recently a Gold Addy award.

Last modified on Friday, 24 June 2011 11:34

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