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Georgia-Pacific All Your Rooms

Company Overview:

Georgia-Pacific is one of the world's leading manufacturers of tissue, packaging, paper, building products, pulp and related chemicals. Its familiar consumer tissue brands include Quilted Northern®, Angel Soft®, Brawny®, Sparkle®, Soft 'n Gentle®, Mardi Gras®, So-Dri®, Green Forest® and Vanity Fair®, as well as the Dixie® brand of disposable cups, plates and cutlery.

Challenges:

They were collecting names through various contests but had no strategy or plan on how to market to database of users.
GP consumer brands are fairly low-involvement purchases that are difficult to engage the consumer.
GP needed to find new ways to increase SOR amongst its core brands.

Implications:

Competition was aggressively using the web to market brands.
GP was at risk of losing SOV and SOR.

Solutions:

Definition 6 developed the All Your Rooms™ Concept – A Cohort strategy that allowed GP to market all of its brands together and leverage brand equity across its portfolio.
Integrated brand messaging both on and offline, utilizing offline mediums to drive traffic to web properties with minimal additional cost and utilizing online mediums to drive traffic to the site.
Online, a strategy to capture consumer data and segment user preferences was implemented.
A monthly newsletter program was established, allowing for targeted messaging based on consumer data, as well as e-coupon delivery.
An online promotional calendar was developed for the cohort site and all the brand sites to ensure adequate Share of Voice throughout the year.

Technologies Used:

SQL 2000
SQL Reporting
WIN 2000 Server Cluster
ASP
FLASH

Results:

Please Contact Us to learn the results.

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