Meredith Digital, G-P Partner to Reach Women through Custom Content Campaign

Meredith Corp., Des Moines, Iowa, a media and marketing company serving 100 million unduplicated U.S. women, has partnered with Georgia-Pacific, Atlanta, Ga., to develop and distribute custom content to millions of consumers across Meredith Digital's network. The year-long campaign brings together a comprehensive marketing plan across six G-P brands, including: Angel Soft®, Brawny®, Dixie®, Sparkle®, Quilted Northern®, and Vanity Fair®.

The campaign began with the ideation, creation, and development of more than 1,400 pieces of custom content by Meredith Xcelerated Marketing in close partnership with G-P and ZenithOptimedia. Each piece of content was designed to engage consumers across Meredith Digital's key verticals, including: home, food, lifestyle, parenting, and family. The custom content developed for G-P was crafted to engage audiences on the company’s brand sites and social media channels as well as across Meredith Digital's network of websites, which include Allrecipes, Better Homes and Gardens, Rachael Ray Every Day, Martha Stewart Living, and Parents.  

"We set out on an ambitious path to marry compelling content with innovative media to drive consumer engagement," said Douwe Bergsma, chief marketing officer, Georgia-Pacific Consumer Business. "By combining our content development and distribution strategies through a partnership with Meredith, we have a scaled approach to reach and engage our target audience more effectively, and we are pleased with the results we are seeing to date."

 

"Georgia-Pacific is a forward-looking partner that is intelligently pushing the boundaries of how to reach its target audience in an engaging, scaled fashion. We're excited to work with them on what we see as the future of digital media partnerships," said Marc Rothschild, SVP, Meredith Digital. "Meredith has always had powerful content trusted by consumers. We now have the scale, data, platforms and expertise to be able to provide end-to-end solutions for the world's leading marketers."