Challenge

GE set up Emoji Science, outfitting a chemistry lab in life-size emoji to act as the set for a fun Snapchat campaign in an effort to educate and activate a young community of science enthusiasts. Fans who snapped @GE their favorite emoji during Emoji Science received a personalized SnapVideo in return of a lab experiment that correlated with their emoji of choice.

Specific PR challenges included promoting the 3-day campaign to generate new follows for the brand on SnapChat & ensure a substantial amount of engagement, as well as coming up with how to integrate influencers into the lab & source their participation under budget.

Small Girls also addressed re-purposing assets from the lab to ensure the activation lived on beyond the 3-day campaign.

 

 

Strategy

Small Girls coordinated a multi-outlet media embargo to announce the lab’s opening. In addition to traditional media coverage, Small Girls secured a number of celebrities in our network to “pop in” to the lab and participate in the SnapChat videos that went out to fans.

Small Girls did an audit of influencers across “geekier” landscapes who resonate with teens & coordinated their participation. Small Girls then secured media interviews and negotiated guaranteed social posts to leverage their audiences and maximize consumer participation during the event.

Since Bill Nye was only able to visit the lab for several minutes, we offered a single exclusive with him to an outlet that would be willing to do more than the typical interview in the limited time allotted.

Without any additional spend, we co-concepted a script with the video geniuses at Mashable in which Bill Nye explained evolution through emoji. Poised for virality, Small Girls tee'd up coverage across pop culture and science/evolution-interested media to lift the video as soon as Mashable published. Small Girls also seeded the video to social news sites such as Digg & Reddit and watched the video rise to become the *top trending topic* on Facebook nationally that day.

Anticipating we would need share-worthy assets for the rest of the celebrities we secured to the lab as well, Small Girls outfitted all visitors in lab coats with GE & emoji stickers to capture high-res stills to furnish to media as well as provide "selfie"-worthy fodder for the influencers' own channels.

Small Girls parsed post-event pitching according to the celebrity’s audience (ex. securing entertainment & women’s interest media for Rosario Dawson vs. a BuzzFeed Food, for example, for chef Richard Blais). 

Success

Aside from the Bill Nye Emoji Science video becoming a trending topic on Facebook nationally that day, Small Girls PR secured earned media placement in 30+ top tier media outlets in 24 hours across an array of audiences. Overall, Small Girls secured 712.2 million earned media impressions (the second largest campaign for GE that year) and 1.2 million media/influencer-driven social impressions. Small Girls enabled GE to resonate with a new, younger demo, generate buzz as an innovative marketer and brand, and tap into a cultural zeitgeist and internet trend (emoji). Key media placements ran in publications geared towards business (ex. Business Insider),  technology (ex. Fast Company), mass consumer (ex. Mashable of course) entertainment (ex. E! Online), millennials (ex. Daily Dot) and teen (ex. Hello Giggles).

This video was such a win for GE that they tasked Small Girls to produce five further Emoji Science videos for 2015, culminating in over a billion earned media impressions, a strategic relationship with Mashable's editorial team, and no additional spend.