GE Healthcare Masters Social Impact Content Sharing on Instagram

Jul 17, 2017 9:30 AM ET
Blog

With over 700 million users, Instagram has quickly become the go-to platform for younger audiences. And, as the social media channel grows and builds out its marketing abilities, brands are beginning their foray into the world of Instagram advertising. Recently, one brand took an entirely new approach, harnessing the platform to drive home a long-form social impact message on the short-form channel.

Inspired by her trips through India, Africa and Southeast Asia, GE Healthcare’s President of Sustainable Healthcare Solutions, Terri Bresenham, wanted to share the stories of women bringing healthcare to their communities. She and her team decided to bring these stories to life through a 30-minute documentary called Heroines of Health, following the lives of three women. Yet, the brand is taking an intriguing approach to distribution. GE Healthcare is sharing the documentary via a dedicated Instagram account, posting a one-minute clip of the film each day throughout the month. 

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