Case Study: Georgia-Pacific achieves deeper social listening and engagement with Sysomos

Georgia-Pacific Uses Sysomos to Monitor Their Brand Portfolio

Georgia-Pacific, maker of consumer paper brands like Brawny and Angel Soft, needed a way to drive engagement and understand what consumers were saying about its products online — even for unexpected conversations around characters like the Brawny Man and everyday items like Dixie plates. The challenge was turning dispersed social chatter into memorable brand moments that influence purchase behavior at the shelf.

For five years Georgia-Pacific used Sysomos to listen across social channels, discovering visual and conversational insights that shaped campaigns — for example, spotting people photographing Dixie plates led to the #DarkforDinner initiative. By leveraging Sysomos’ analytics and visual listening, the company sharpened its social voice, informed campaign strategy, and increased meaningful engagement.

Georgia-Pacific

Meg Fligg

Director of Social Media