Over the past several years, General Electric has been working with the best creators in the science and technology category. These custom content videos drove overall subscription growth for GE's YouTube channel, building a loyal and engaged GE fan base of science and tech enthusiasts.
In 2015, GE wanted to evolve how they worked with creators. Our objectives included discovering and elevating the voices of rising science creators, plugging into topics rooted in pop culture and entertainment to build a community of GE advocates and consistently programming GE's YouTube channel with content that teaches, inspires and entertains a broad audience and builds a cohesive voice foster love for all things science from new audiences.
We brought the Creator-In-Residence program to life in the following phases:
PHASE 1: THE SEARCH FOR OUR FIRST CREATOR-IN-RESIDENCE: We scoured and scanned to find the best rising science creators and placed a rigid litmus test on potential candidates. Potential candidates needed to meet the following criteria:
Naturally curious about the world
Engaging personality that speaks to GE's channel voice
Credible in the science and tech community
Embodies GE's DNA of innovation and learning
Rising science stars who has a charismatic presence
After an extensive search, we discovered Sally Le Page, a smart, quirky, Oxford student studying to complete her PHD in Biology. She had an innate love for science storytelling and also provided an opportunity for GE to elevate a female voice on YouTube.
PHASE 2: CREATE ORIGINAL PROGRAMMING FOR GE'S YOUTUBE CHANNEL
We produced four original formats to program GE's YouTube channel weekly.
Fiction Fast Forward: In this series, we captured the brilliant moments from some 2015 blockbuster movies and broke down the real science behind the storytelling. Movies and topics listed below:
Inside Out: Are we controlled by our emotions?
Jurassic World: Are hybrid dinosaurs possible?
Tomorrowland: A city within reach?
Mad Max: Is a Mad Max apocolypse possible?
Pitch Perfect 2: The science of sound.
Chappie: Will we ever have a robot bff?
Fiction FastForward Startalk Interviews: Our creator-in-residence teamed up with world reknowned science gurus, Bill Nye and Neil DeGrasse Tyson, to take a deeper dive and discuss the science behind select movies featured in the Fiction Fast Forward series.
Breaking Science: A pop culture science series highlighting the best of science and tech from around the globe. Episodes included:
CRISPR-Cas9 the Key to Fighting Genetic Disease?
Biomimicry & The Blue Morpho Butterfly
The Large Hadron Collider Returns
GE Special Reports: Our creator-in-resident goes on-the-ground to cover the most cutting-edge and newsworthy stories in technology and innovation from GE. Episodes included:
The Science of BBQ: Sally Explores SXSW!
Harriet: The World's Most Powerful Gas Turbine
Data Science Is Making Trains More Efficient
The Creator-in-Residence custom video content was a huge hit with consumers, to date generating more than 1 million minutes watched, with over 3,300 engagements across the series.
