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Brand Spotlight: General Electric Appliances

March 02 2018 by Jordan Kramer
On the verge of Springtime, appliance companies are getting ready to release new models - and new ad campaigns. From March to June, companies in this sector execute a good portion of their ad budget targeting your microwave and washing machine upgrades. For GE Appliances (Haier), digital advertising will be a big part of meeting their goal of doubling the brand’s revenue over the next five years.
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As the brand invests heavily in a new appliance push, GE Appliances is also on the lookout for a new creative agency in North America. Here’s a look at how the brand has been advertising recently across digital.

Target: Females

Over the last twelve months, GE Appliances has invested mainly on display advertising campaigns. The device-type has consumed over sixty percent of their digital budget, followed by Facebook mobile advertising with fifteen percent of the brand’s spend share. Where is the appliance company buying on display? Female focused sites.
While YouTube and Best Buy are consistently at the top of GE Appliances’ site list, the rest of their top sites are targeting females and homeowners specifically. For a brand that executes the majority of their ad buys direct to publisher, sites like Pure Wow, Real Simple, Romper, and Curbed top the list.
GE Appliances Top Display Sites, 2/14/17 - 2/13/18
Looking at the brand’s top 25 site targets over the last year, other female oriented publishers like DIY Network, Elle Decor, Elite Daily, Southern Living, and HGTV finish out the list.

Smart Appliances To Make Your Life Easier

On the creative front, GE is pushing their lines of smart appliances with built-in technology. From washing machines with “smart dispense technology” for laundry detergent, eliminating the need to add detergent to every load, to Alexa enabled appliances that let you control features with your voice. These creatives all highlight distinguishing features to commute in a world of smart and interconnected devices.
Want a hot chocolate brewed from your refrigerator, GE Appliances’ new models come equipped with Keurig brewing system and can take care of that for you.
We can expect this creative trend to continue, so if you are planning on pitching GE for their creative work, identifying new ways of communicating their “smart appliance” message should be a top priority.

Where Isn’t GE Advertising?

Compared to other brands in the appliance space like LG and Whirlpool, there are some publishers that GE isn’t targeting at all. Over the last twelve months, both LG and Whirlpool have run campaigns on sites like Sears, CNN, Amazon, GQ, Distractify, and RetailMeNot, while GE has not.
For the sites with a female audience, GE comes up against both LG and Whirlpool but dominates by spend and impression share. 

See GE Appliances' Full Digital Advertising Strategy [Free Report] 

For more insights from GE's strategy, including creative details, top sites, and device-type breakdown, download the latest Brand of the Week Report below.

Download GE Appliances' Digital Ad Strategy

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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