Georgia-Pacific "My GP" Campaign

Working to Future-Proof Their Intellectual Property

Georgia-Pacific (GP) has had no structured way for its employees to share knowledge and experience among each other and across locations. Normally, this is not a hindrance but is inconvenient. In today’s times of transition and an aging workforce, however, the company could anticipate the loss of invaluable industry expertise and knowledge. The kind of smarts you only have from being on the job for decades.

What ensued was an enterprise-level effort to start capturing knowledge, as well as build a culture of sharing that could future-proof the company, make collaboration easier and equip everyone to be more productive. Their intranet platform was going to experience a renaissance and re-introduction as MyGP.

A Rising Tide Lifts All Ships

GP had a unique challenge, because for decades all social media was blocked on work computers. Getting employee adoption was going to require a large culture shift, and it had to come from the top. Executive buy-in and adoption was mission-critical. Without a champion, no change effort would succeed. And, in this case, that meant driving executives to lead the charge and set up their profiles, to show everyone else this was “allowed.” With that task done, communication moved on to the employees as a whole, to excite and entice them to begin using the system.

Beginning with an animated video, followed shortly by a series of staged events, signage and communications, Realm and the GP team worked to drive adoption and usage among that strata of employee who would gain the greatest benefits and deliver the greatest value. By nature, this means desk workers.

This branding has received awards at:
IABC/ATLANTA’S Golden Flame