• by Karl Greenberg , October 11, 2011

As part of a tripartite marketing program for the fourth quarter with one theme per month, Procter & Gamble's Clairol brand, is making October about "A Perfect Fit" and using SAY Media's xoJane.com as the one-month campaign's hub.

The collaborative program includes such content as blog posts, videos, interviews, expert advice for women generally around the idea of finding the perfect fit, whether it be for the right fashions, beauty, or romance.

The effort also brings in xoJane founder Jane Pratt, formerly of Sassy and Jane, who will do a streaming live video chat on Friday hosted on the Clairol Facebook page to discuss relationships and careers. Clairol is advertising on the site and on SAY media's network of other sites as well. The ad units launch content on how to choose the right hair product.

Thom Allcock, VP of solutions at SAY media, explains that the publisher participated in an RFP "media day" at P&G for Q4 media partners. "We were up against lots of the usual suspects," he says.

"We pitched them with creating a series of videos and articles with our editors that would dovetail with that theme. They would do the hair color content and we would do ‘perfect fit’ content on other aspects of your life."

The media company did a similar program earlier this year for Chrysler LLC in concert with the company's Super Bowl campaign featuring Eminem touting the Chrysler 200 sedan. Allcock says that SAY will run Clairol's "Perfect Fit" ads on contextually similar fashion and beauty style sites reaching women 18 to 34.

Allcock says that since the April launch of xoJane, the site has averaged about 200,000 uniques per month, but that, via the larger SAY network, the Clairol campaign would reach a potential audience of 17 million uniques, with xoJane serving as the anchor.