GE Healthcare uses Instagram for one-clip-a-day documentary
GE Healthcare has been using Instagram as part of its Heroines of Health campaign, which highlights the grassroots work of women bringing healthcare to their communities. A team led by Terri Bresenham, the company's president of sustainable healthcare solutions, created a half-hour documentary, with one-minute clips shown daily on the social media site. The initiative was inspired by Bresenham's travels through Southeast Asia, Africa and India. One week in, the videos have generated 250,000 views, 80,000 likes and 400 bookmarks. Later this month, the entire video will be launched on Facebook, and the campaign will be promoted on Twitter.
While traveling through India, Africa and Southeast Asia, GE Healthcare’s president of sustainable healthcare solutions, Terri Bresenham, wanted to bring awareness and empower the work that women were doing to bring healthcare to their communities.

So, she and her team worked to create a 30-minute documentary called Heroines of Health that tells the story of three such women with an intriguing distribution plan—each day the brand is posting a one-minute clip to Instagram that tells a new part of the story.