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How can one of the oldest tech companies in America get their consumers and retail partners excited about the relaunch of a light bulb?

(Cue the cliché light-bulb-over-the-head aha moment.) To relaunch the GE reveal LED light bulb while driving sales at three key retailers (Target, The Home Depot, and Walmart), we shifted the conversation from brand-to-consumer to peer-to-peer, with a content marketing influencer strategy that put inspired illumination in the spotlight.

#100reveal makeover bloggers

First, we challenged three very influential DIY bloggers to transform their favorite rooms using only GE reveal bulbs and $100. In turn, they challenged their followers to the same #100reveal makeover for a chance to win lots of electrifying prizes. (Zing!)

Got two minutes? Here’s the director’s cut:

Through the life of our #100reveal campaign, we exceeded over 10 million earned media impressions—not to mention, Target experienced a “can’t keep product on the shelf” GE reveal demo day.