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From the 8th Annual Shorty Awards

Evangelizing Invention: GE Instagram

Entered in Instagram


General Electric has been creating wonderfully informative and entertaining content for over a century. However, five years ago, the company was challenged with bringing their narrative to life digitally. Our relationship with GE began with a revamp of their internal news platform, GE Reports. Subsequently, we launched GE's Instagram page with the objective of building a personal connection with followers, taking them right to the heart of GE's most cutting-edge facilities, research labs and locations where the innovations can be seen in action. Instagram has become the central hub of GE's visual storytelling through short-form content including high-quality photography and videos, taking fans all over the world and immersing them in the beauty of innovation.

Strategy and Execution

We've taken GE's digital strategy global, and regularly consult with multiple business units on new ways to bring the company's story to life. Everyday, we connect GE to audiences ranging from journalists to stakeholders, current GE employees to prospective ones, as well as millennials, business decision makers and everyone who is interested in the ever-changing world of science, technology and innovation.

We travel across the globe capturing the most innovative facilities specifically to produce high-quality content. We caption the photographer's perspective through the images and create stories that unfold both visually and textually. The behind-the-scenes imagery brings innovation to life and the stunning photography illustrates the beauty of industrial design, while offering a glimpse into the world of tech and badass machines like the GEnx-1B, GEnx and GE90 engines. In addition to high quality photography and videos, GE's visual storytelling encompasses inspirational quotes from brilliant scientists and engineers, taking fans all over the world and immersing them in the beauty of invention. Building a vast visual vocabulary that extends to other digital platforms has propelled GE to become a 21st century startup.

We post on average three times a week, offering a steady drumbeat of content for GE's followers. Posts include everything from time-sensitive content, such as news updates from GE, to evergreen content, such as the images and videos we get from our regular on-site shoots. We consistently leverage GE's rich legacy to engage audiences: our recent #throwback to the Adventures In Science series from the 50s and 60s, introducing GE's new podcast 'The Message,' and our regular quote series. We strive to inspire a wide variety of audiences—from consumers looking for GE #aviation and #transportation updates and to those interested in the beauty and design of complex machines.


GE's Instagram page now has over 211,000 followers, propelling GE into one of the top performing brands on the platform. The account grows by approximately two thousand followers per month. By the end of 2016, our goal is to reach 275,000 followers. Each post averages 1,900 likes and 55 comments. GE's Instagram content has been picked up and covered by publications including AdAge, Gizmodo, Co.Design, Popular Science and Popular Mechanics.


Entrant Company / Organization Name

Group SJR, GE


Entry Credits