About the campaign
GE Renewable Energy needs to hire great people in engineering/technology, field services and manufacturing to achieve its goal of supporting the world to lower carbon emissions. A series of videos were created to show key pillars of its employer value proposition and feel like distinct stories within the larger narrative.
GE worked with Pink Squid to develop a creative vision and assets for each pillar, and conducted focus groups with employees across the relevant fields to see whether the content resonated. The result was an overarching EVP video and four pillar videos, alongside a set of campaign assets, all produced using real footage of GE Renewable Energy employees at work.
The launch of the campaign resulted in significant impressions across at least four countries and six channels, all achieved at a much-reduced cost per trackable application.