Georgia-Pacific: Advertising Analysis
Georgia-Pacific (GP) uses social media, digital, TV, and print as their primary channels for advertising.
1. Social media
- Campaign Videos
- One example of GP's campaign video is for Quilted Northern® bath tissue where comedian/Instagram star Renny is inviting consumers to cozy up and celebrate International Hygge Day on February 28th by taking a #COMFDAY.
- Another example is GP's #StrengthHasNoGender for Brawny brand, where a series of short, original films featuring the stories of three inspiring "sheroes" were shared on social media and people are also invited to share inspiring stories of women who exhibit strength and resilience with the courage to help others.
- Another example is the “National Toilet Paper Day” campaign where an unconventional video ran on YouTube, Facebook, and Amazon encouraging buyers to shop less in store and subscribe in Amazon's replenishment service.
- Use of Hashtags
- For the “National Toilet Paper Day” campaign, targeted display media includes mobile Amazon.com homepage takeover, paid search on Google, Bing and Amazon, merchandising placements on Amazon.com, email, integration with Amazon’s Alexa, incorporation with a Quilted Northern Dash button, and an offer on Amazon called “Deal of the Day”.
- Dixie, a paper products brand made by GP, collaborated with Shopkick (shopping rewards app) to urge shoppers to visit stores, view a brand video and make a purchase.
- Design Seven helps GP with its website and digital graphics.
- GP has several TV ads for Angel Soft under the brand's tagline "Be soft. Be strong.", which are also available digitally.
- GP started airing TV ads for Angel Soft with stories hoping to duplicate their success on online spots.
- Sparkle TV ad last ran on Hallmark Movie on June 7, 2019.
- Sparkle TV ad was made with Cutwater for the Make the Bright Choice campaign, and it includes a 30-second and 15-second TV spot called “Gourmet Chicken Nuggets” and another 30-second and 15-second TV spot called “Paper Clip”.
- GP works with WIT Advertising and Design for its prints which include sales tools, print ads, packaging.
- GP advertises through industry magazines such as PaperAge where the company is on the cover page of the magazine's Sept/Oct 2017 issue.
- GP creates signages, promotional materials, brochures, and catalogs with the help of Design Seven.
- Quilted Northern print ad last ran on Chicago Tribune in May 2019 issue.
- MediaRadar gives estimated marketing spend of less than $100 million for Georgia-Pacific.
Below are the reasons why we chose these channels (social media, digital, TV, print) as Georgia-Pacific's primary focus for advertising.
- Georgia-Pacific worked with Sysomos for the past 5 years for its social media marketing.
- GP has its intended position for its social media department where Meg Fligg is the Director of Social Media.
- The website of GP shows social media handles on Facebook, Instagram, LinkedIn, Twitter, and YouTube.
- Articles found about their advertisements are mostly revolving on these channels.
- MediaRadar has highlighted these channels in the summary of their report.
- For TV platform, interviews with Andrew Noble, Senior Brand Director at Georgia-Pacific, shows that they are focusing on TV platform to try if it is as successful as their online spots.
Regarding GP's advertising spend, we were not able to provide the advertising expenditures/budget of the company. We did the following strategies to look for this information.
We initially look into the company website if they have any financial reports. We also checked their parent company, Koch Industries, to see if they have any financial reports hoping to find segmented financial figures for Georgia-Pacific. Unfortunately, there is no financial report available for these companies on their websites.
Secondly, we tried to look into press releases and news from websites such as PR Newswire, Forbes, and advertising-focused websites such as AdAge and Adweek. We hoped to find any article or interviews from the executives that may have mentioned their advertising spend/budget even in percentage. We were able to find specific campaigns in social media, digital, and TV but there were no mentions on their spending or budget for these campaigns or any data for the advertising spend/budget of the company as a whole.
Lastly, we tried to look for reports behind a paywall. Usually, these reports have their overview or summary that may show financial data. We were able to find paywalled reports from MediaRadar and IncFact that may give a value for Georgia-Pacific's advertising spend/budget. MediaRadar gives an estimated value of less than $100 million but since it is very general and the report is under paywall, we could not consider it as a solid value to be considered.
Georgia-Pacific became a private entity when it was acquired by Koch based on company history. The unavailability of data may be due to the fact that Georgia-Pacific is a private company and they are under no obligation to disclose its financial reports publicly.