sun silk gang of girls

7/21/2019 Sun Silk Gang of Girls

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INTRODUCTION

21stcentury marked the rise of digital media platforms, like, socialnetworking sites, blogs, social forums, review sites and micro-blogging sites.

The reason behind this increase are the intangible benefits, whichare provided by online social media communities, like, increasedcustomer loyalty, better consumer insights, r & d, buzz marketingand updates customer services.

This forced major industry players like HUL and Procter &Gamble (P&G) are focusing on digital media as an ideal remedy forbuilding brands, retaining customer base and penetrating intountapped new markets.


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Conti.

HUL identified the trend & unveiled an innovative onlinecampaign, Sunsilk Gang of Girls on 1June 2006 anddeclared Priyanka Chopra, former Miss World (2006) as itsbrand ambassador.

SunsilkGang of Girls is worlds 1stonline all connectcommunity that provided a new means of communication forgirls around the world to connect with each other.

Within 6 months of its launch, website attracted more than 5lakh users, which increased product sales by 9.2%.


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This campaign is awarded as Best Online Campaign Gold award in interactive digital

marketing category sponsored by Yahoo in 2007.


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TIMELINE

Sunsilk

launchedSunsilk Gang

of Girls+ PC

116,964

members

11,511 gangs

6 times

increased to

786,254

membersBest onlinecampaign Gold

Rankedd 44th

in 100 most

trusted brand

Readers digest

In 2005

50.96 lakh

women

In 200148.3% of

pop. women

1964 2002 2006 2007 2008

Sales grew by

9.2% within 6

months

Market Share

dipped from

51.6 to 50%

Showed beautypageant


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Videos

https://www.facebook.com/pages/Sunsilk-

Gang-of-Girls.

http://www.sunsilk.in/

https://www.youtube.com/watch?v=4uGMaN

2lLBU

https://www.youtube.com/watch?v=HbWWRBpe9H0
https://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttp://www.sunsilk.in/https://www.youtube.com/watch?v=4uGMaN2lLBUhttps://www.youtube.com/watch?v=4uGMaN2lLBUhttps://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=HbWWRBpe9H0https://www.youtube.com/watch?v=4uGMaN2lLBUhttps://www.youtube.com/watch?v=4uGMaN2lLBUhttp://www.sunsilk.in/https://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girlshttps://www.facebook.com/pages/Sunsilk-Gang-of-Girls


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Sunsilk Gangs of Girls- An Innovative Marketing

strategyObjective : to create high brand awareness, develop a

tendency to purchase Sunsilks hair care products, create aexcitement about its new product launches and to generate adatabase of potential customers

Connecting Beauty to brand: established first onlinepresence by showcasing Miss India pageant show

Online Presence: Develop a new portal sunsilknaturals.com

Launched beta site

Customized according to customer needs: Re-Launchedentire product portfolio and launched Sunsilkgangofgirls.com

Adopted 360approach


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Influence of Reference Groups in

Sunskilkgangofgirls.comCompanies

spent large amount on print and electronic media

had no control over what consumers heard, saw , felt, heard or watched about their products

Failed to connect with consumers

Therefore, they started looking for alternatives like:

Viral marketing, buzz marketing, WOM marketing etc toimprove customer engagement

By monitoring discussions, marketers could improveproduct designs and enhance brand loyalty among

customers


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Conti.. By engaging these groups in discussions and forum,

marketers can benefit from WOM marketing as satisfiedcustomers behave as reference groups in spreading message

Considering the popularity of Social media websites, Sunsilkprovided : Makeover machine that gave online makeover to

customers GoG Tv that allowed its subscribers to upload video

clippings of their lifes best moments Expert tips by Jawed Habib, Asha Bachani etc on hair

care, health, diet & nutrition etc


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Conti. It also tied up with magazines like New Woman,

Cosmopolitan etc to discuss topics ranging from beauty,to music, to movie review, astrology, health etc

They tied up with Naukari.co to cater to careeraspirations

All this helped in building a platform for spreading WOMby propagating Sunsilksbrand positioning through acommunity building exercise among its target groups

Helped marketers to gain fresh insight into how youngconsumers relate to brands


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Opinion Leaders in Brand Promotion

Sunsilk target its market on the basis ofconsumer buying behavior, Income level andpurchasing power of people. It focused onthe girls between 16-24 age.

As youth was the targeted segment , GOG

hired actress and former MissWorld Priyanka Chopra as its brandambassador for Sunsilk in India.

Another way of engaging the consumer wasthrough blogging by the celebrities ofdifferent field like

Dipannita Sharma, fashion model

Mehenaz, vocalist


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HUL forecasted anopportunity in Indias FMCG

market, particularly hair careproductsPenetration level of shampooin India is estimated to be 38%

& per capita consumption isabout $0.3

Opinion leader publish theiropinion through articlesThey helped sunsilk to create a

viral communication network


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BRAND POSITIONING : A Hair Care Expert

SunsilksPOD is Co-creation. Sunsilk started working with a

number of professional hair expert to develop new andimproved products.

Sunsilk provides real solution to womens everyday hair

needs

Understanding what girls want & how girls feel about their hair


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Target Online users

To reach the potentialconsumers, HULs

sunsilkgangofgirls.complanned to strengthen its

brand awareness and createan emotional bonding usingonline social media as aneffective platform.

Total no. of Internet usersincreased by 28% from 23.60million in 2006 to 30.32 millionin 2007


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sun silk gang of girls

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