Georgia-Pacific?s Angel Soft, Brawny and Dixie brands are targeting mobile-savvy women across Meredith?s digital properties with custom content shared on social platforms.

The paper manufacturer will be tapping into a variety of Meredith?s mobile and social properties to ensure a significant connection with women in relation to verticals such as home, food, lifestyle, parenting and family, which coincide with Georgia-Pacific?s brands. The campaign will be supported by a variety of custom content developed for Meredith?s audiences and Georgia-Pacific?s consumers shared on both of the companies' social platforms. 

"GP came to us with an ambitious plan to marry compelling content with the promotion and distribution of that content with a view toward driving consumer engagement," said Marc Rothschild, senior vice president of Meredith Digital. "Brands come to Meredith because we perform and our goal is to help drive sales for our partners. 

"Each GP brand in this initiative had their own view of the metrics they would like to achieve to help reach their goals, and everything we do is based upon our commitment to achieving that," he said.  

"Social and mobile are critical for this campaign. On the mobile front, all content and media we are crafting is for cross platform distribution."

The partnership is also leveraging Meredith's social media and blogger relationships, many of which are popular with women demographics. Content will coincide and be shared across Meredith's publications and products such as Better Homes and Gardens, Rachael Ray Every Day, Martha Stewart Living and Parents, as well as their corresponding social media pages. 

Mobile, social and digital are becoming increasingly important for publishers and especially Meredith. The brand is continually rolling out innovations which coincide with the mobile-first outlook. 

With a significant number of mobile users on Meredith Corp.?s Allrecipes purchasing groceries within 24 hours, the publisher acquired Grocery Server to deliver native placements focusing on brand and retail offers for relevant items that are available nearby (see more). 

Meredith Corporation's digital food hub Allrecipes unveiled a new vision recently, shifting its properties towards a responsive, omni-screen and personalized experience that puts users first, reflecting the growing trend of media brands trying to evolve into social hubs (see more). 

"Over 50 percent of our audience is coming to us from devices, and everything we do and create is done with mobile in mind," Mr. Rothschild said. "Social also plays a critical role in this campaign.

"We are utilizing the power of Meredith?s social footprint to help distribute the content we are creating," he said. "In addition, we are pulling forward influential bloggers and content creators affiliated with Meredith to help create and distribute content.  

"This includes things like, for Georgia Pacific?s Vanity Fair brand, utilizing our AllRecipes Brand Ambassadors to create video content for both our audience and their independent social media followings. Our expertise in optimizing for engagement in mobile and social environments continues to be of critical importance at Meredith, and is something that was very much top of mind in this initiative."