So many of the viral ads we see (and celebrate) are targeted at young men. And yet women make up 57% of the total online audience, according to the latest research from Nielsen/@Plan. Does cutting-edge online marketing always have to focus on shock value or sophomoric humor?
Enter Georgia-Pacific, the paper products giant, which has been quietly targeting its online efforts on women 25 to 54 years old. Earlier this year, G-P created a tongue-in-cheek viral effort centered around the updated Brawny Man, now turned into a sensitive new age guy who listens to women’s feelings. The campaign was seeded using email lists generated from AllYourRooms.com, a sponsored entertaining site. Angel Soft, another G-P brand, sponsored the quiz above, which was popular enough to spawn a number of imitators.
This week Dixie Paper Company, a G-P subsidiary, announced that it will sponsor Mommycast, a weekly podcast by and for “women immersed in the fullness of motherhood and life”. Produced by two homemakers from Virginia, Mommycast offers homespun wisdom in a lo-fi, low key setting. The hook, from Dixie’s perspective, is that podcasts and paper plates are both about saving busy moms time.
Here at Organic, we’ve also been thinking about how to reach women online. As part of our holiday promotions for Sprint PCS we created a novel ad campaign designed for women on the go. Through a partnership with The Food Network, Sprint customers can get a list of ingredients for their favorite recipes text-messaged to their handset. By solving a concrete need at the grocery store, we’re encouraging Mobile Moms to try a new service. The success of the program highlights the opportunities for innovative campaigns outside the traditional Generation Y demographic.
Moms are the gatekeepers on product purchase decisions in 85% of all households, according to eMarketer Research. Have you hugged your Mom today?
Misha Cornes
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marketing strategy
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