GE Appliances – Made for Me Campaign
Project Skills
Creative Strategy
Branding
Team Leadership
Showcasing Real People, Real Kitchens: A Nationwide Journey
Genuine Story-Driven Strategy
Nationwide Authentic Narratives
Life-Centric Campaign Shift
GE Appliances' transformative “Made for Me” campaign significantly shifted its branding strategy, emphasizing life experiences and personal stories over mere product showcasing. Leading a creative team, I was at the forefront of producing a series of videos and photos that brought authentic, real-life kitchen stories to the forefront. We delved into a database of over 20,000 families, uncovering genuine narratives that highlighted the innovation and practicality of GE Appliances in daily life.
This campaign, featuring over 30 compelling stories, successfully boosted appliance sales and played a pivotal role in defining GE Appliances' brand voice and emotional connection with consumers. The 'Made for Me' campaign has left a lasting impact, its content resonating long after its active use in GE Appliances' print, social media, and exhibition marketing campaigns.
One of the major challenges we overcame was convincing a large corporation to move away from traditional, model-centric commercial shoots towards a more authentic storytelling approach. This shift allowed us to explore and illuminate the real-life experiences of our subjects.
My key learning from this experience was gaining the confidence to deliver high-quality content that met client expectations while managing a diverse team and coordinating across multiple locations nationwide. This project wasn't just about creating content; it was about changing perceptions and capturing the essence of everyday life, a challenge we met with creativity and dedication.
Project Highlights
In late 2014, my team and I began the enormous undertaking of helping GE Appliances rebrand and pivot how they connected with their customer base.
Over a span of two years we collected dozens of stories focused on real GE Appliance owners throughout the United States. These authentic stories were used in every aspect of web, mobile, TV and print advertising for the icon brand.
This campaign set the tone, look and feel for the brand moving forward. I functioned as the project leader and creative director for all of the GE Appliances projects. I was responsible for client and team management as well as execution and delivery of the creative assets and everything in between.
Made for Me - Teaser
Press play to view a compilation of all the stories captured for this project.
Noble and Amara
Louisville, Ky
Noble and Amara are farmers and chefs in Louisville, Ky., who see the kitchen as an extension of their farm. On April 1, 2015, GE Appliances launched the new brand identity. They started with the Noble and Amara story that I produced and shot.
The Prechtel Family
Colorado Spring, Co
Elayne Prechtel resides in Colorado Springs, CO, with her husband and three kids. She is the author of a cookbook and a stay-at-home mother combining her passions for food, family, and photography.
Noble and Amara
Portland, OR
Lauren Rogers, of Portland, OR, graduated from the Western Culinary Institute in 2004. By trade Lauren is a baker and talented cake decorator. She recently renovated her home kitchen which included an upgrade to GE Slate appliances.
Project Marketing Applications
