Georgia-Pacific and ZenithOptimedia have tapped Meredith for a massive year-long campaign encompassing more than 1,400 pieces of content for Angel Soft, Brawny, Dixie, Sparkle, Quilted Northern and Vanity Fair.
The content includes infographics, articles, slideshows, video and much more on Meredith Digital's network of websites, sites owned by the Koch Industries' unit and social media. The deal will also encompass shopper-marketing programs and add a new packaged-goods player to Meredith clients that also include Kraft Heinz and Campbell Soup Co.
"We set out on an ambitious path to marry compelling content with innovative media to drive consumer engagement," said G-P CMO Douwe Bergsma in a statement.
Among other things, the effort seeks to address the question: How do you create content for toilet paper brands that people will click on? Get ready for Quirky Bathroom Stats and Fun Facts.
"It is a challenge certainly," said Marc Rothschild, senior VP-Meredith Digital. "These aren't always topics it's easy to draft content around that's of interest to consumers."
As one example, Vanity Fair is launching a "Take Back the Table" initiative talking about the benefits of families sitting together at the table more. Those who do, of course, are also more likely to use Vanity Fair napkins.