On the Frontlines of COVID-19 with GE Healthcare
At the height of the COVID-19 pandemic, GE Healthcare became the focus of intense media coverage. With challenging situations come remarkable stories, and nowhere has that been more apparent this year than in the healthcare industry.
Using elements of storytelling and brand journalism, GE Healthcare created a video series - On the Frontlines with Mikey Kay - that showed how GE and frontline workers were responding to the crisis. With 42 videos produced over 42 days in the first season, the campaign was the most successful in the company’s history.
As the Chief Storyteller and producer of the landmark campaign that drove the brand towards human-focused storytelling, I dug up brand stories, crafted them into compelling brand-aligned interviews and produced the end product. From ideation to creation and execution, I worked tirelessly (quite literally) with a core team to produce the series and amplify it strategically with a social-first, multi-channel approach. I had the opportunity to produce the series for seasons 1 and 2, exploring the impact of the COVID-19 pandemic on the healthcare industry both locally and internationally.
Key Results:
Achieving over 770K organic video views within one quarter
31k new followers on LinkedIn (2x competitor rates)
5% engagement rate on LinkedIn (3x competitor rates) in one quarter
Produced top-performing social content, customer webinars, and owned content during COVID-19 pandemic