Emerson is launching a new mixed media campaign to promote STEM
education among young people.
Emerson’s commitment to Science, Technology, Engineering and Math (STEM)
education will be seen in a new ad, marketing and social media campaign, ‘I Love STEM’, which
also includes YouTube star Hank Green in a television commercial set to launch
February 19 on CBS’ The Big Bang Theory.
The campaign will also mark the 125th anniversary of Emerson, one of the
leading engineering and technology leaders of the world.
Green is a widely followed musician, blogger and vlogger known for his
YouTube channel’s VlogBrothers, CrashCourse and SciShow, which combined have
nearly eight million YouTube subscribers, 1 billion video views, and 2,500
videos. By partnering with Green, Emerson is broadening its reach to touch and
inspire both a younger audience as well as a science-minded psychographic.
Emerson’s campaign goal is to inspire and empower the next generation of
engineers by connecting science to technological advances and modern
conveniences. Emerson sees the campaign as a new way to express its core brand
idea of ‘Engineering Full-On’.
Emerson Chief Marketing Officer Kathy Button Bell explains that Hank is
a relevant, wildly popular ‘Geek-Chic’ celebrity that young men and women can easily
relate to and connect with; he also has the ability to make science fun and
accessible in an easy-to-consume, colourful and often musical video format.
Emerson has supported a wide range of STEM initiatives for many years in
the communities where it operates. The company has also made a multimillion-dollar
commitment to STEM and robotics programs through 2020, which supports activities
within organisations and schools such as Girls Scouts of Eastern Missouri;
STEMpact; Harris-Stowe University; University of Missouri-St. Louis; Girl
Start in Austin, Texas; Air Camp in Dayton, Ohio; and Edina Public Schools, in
Minnesota.
According to Button Bell, future innovators and potentially Emerson’s employees,
customers or business leaders need STEM education today. She explains that Emerson’s
STEM focus is influencing the company’s marketing and recruiting efforts, with
the campaign designed to entertain and inspire both current engineers as well
as a future generation of business people.
Emerson’s year-long 125th Anniversary celebration publicly launches with
Thursday’s campaign kick-off on CBS, in The Wall Street Journal and ringing the
closing bell on the NYSE. The same day, Emerson will officially salute its
110,000+ employees with a special 30-second commercial called ‘Brief Moment of
Joy’, which will air on CNBC, Fox News/Business and Golf Channel, spotlighting
Emerson employees. Emerson will also continue running its award-winning ‘Never
Been Done Before’ TV, print and digital campaign.