AOL and Georgia-Pacific Join Forces to Promote Six Tissue Brands
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AOL Inc., New York City, N.Y, USA and Georgia-Pacific, Atlanta, Ga., this week announced their partnership on a large-scale, digital custom content campaign for six of their portfolio brands including Angel Soft, Brawny, Dixie, Quilted Northern, Sparkle and Vanity Fair (pictured in order below).
The goal of the partnership is to reach consumers in new ways, with content that is relevant to their lives, using industry-leading technology. The widespread content program sets out to meet various lifestyle interests of consumers from design to parenting tips.
The campaign, which covers a wide range of online activations including native advertising, branded entertainment, contributor content, premium format display ads, and social media is Georgia-Pacific’s deepest endeavor into the marriage of programmatic technology and custom content to date.
Honing in on elements of its culture and code philosophy, which brings together the best of creativity and technology, AOL is infusing its proprietary "Shoptimizer" technology into various aspects of the overall campaign. Shoptimizer is a targeting technology that allows brands to make real-time campaign updates based on audiences who have purchased that specific brand or a competitor brand in the past seven days to drive increased sales. For Georgia-Pacific, Shoptimizer will provide unprecedented digital efficiency, make the various campaigns smarter while in-flight and give the brand agility in responding to ever-changing consumer purchase paths, a first in market for the Consumer Packaged Goods vertical.
"We are excited about this opportunity to work not only with our creative partners, but also with Zenith Media and AOL," said Kate Metzinger, senior marketing manager, communication strategy, Georgia-Pacific consumer business. "This effort is in line with our philosophy of experimental discovery as we work to leverage rich content with new technology to drive business results across all our brands."
The campaign, which spans eight months, will live across various AOL properties, including The Huffington Post and StyleMePretty. Custom content videos will be distributed through the AOL On Network in addition to AOL’s Be On Platform, which creates and syndicates content across 16 key verticals to 40,000 publishers in over 90 countries around the world.
"AOL is thrilled to work with Georgia Pacific on this innovative, cross portfolio custom content campaign," said Brad Elders, GM of Partner Studio by AOL. "When a brand is open to connecting the very best in creativity and technology, engaging and entertaining consumer experiences come to life. We are excited to share those experiences with Georgia Pacific’s loyal consumers."
In the coming weeks, each of the six portfolio brands will roll out custom content with social media activations, Shoptimizer technology and display ads baked in.
Partner Studio by AOL is the industry’s first fully open, data and technology powered content marketing solution that ignites end-to-end brand storytelling.
