Dive Brief:

• GE is making a push into native advertising with campaigns like "GE's Fallonvention" on The Tonight Show, which features young inventors and their inventions. 
• The company also entered a content sponsorship deal with The Economist to run the blog "Look Ahead." The blog focuses on innovation across a variety of industries. 
• GE is trying to change its brand's image from a company that just builds large machines to one that fosters a culture of innovation. 

Dive Insight: 

GE has been great at creating social content that emphasizes its focus on innovation and steers away from the brand's reputation as just a machine builder. If GE continues to use that creative energy and drive in native advertising, the brand should continue to find success in expanding the perception of what it does.