Editorial Direction for P&G


Gyrate Media’s Role:  

  • Led editorial direction for voice, content types, templates, talent and taxonomy for P&Gs new brand, StyleUnited via Federated Media.

  • Identified talent: a mix of notable bloggers, influencers and reporters.

  • Produced high-quality, sharable content including video, articles, infographics

  • Managed production & publication.

  • Delivered social & eCRM programming.


  • In the first 3 months, StyleUnited gained over 1 MILLION page views.

    • 67% of that traffic is organic/earned

  • Traffic to content performed 327% better than KPI Target.

  • Consumers are claiming 63% offline and 50% online PURCHASE INTENT.

  • Over 1,000 pieces of content for consumers to find and share.