Sunsilk Gang of Girls

1
Sunsilk Gang of Girls
March 2007
The enclosed material is proprietary to the ECC
Partnership and is for the internal use of the
addressee only.
Francis J. Gouillart ? The Experience
Co-Creation Partnership ? 100 Main Street,
Suite 130 ? Concord, MA 01742 ? Mobile 1
781 888 0186
vramaswamy_at_eccpartnership.com fgouillart_at_eccpartne
rship.com
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Whence a gang of girls?
Worlds second-largest food/consumer products
company

• Shampoo and color cream aimed at 20-something
  single girls
• Leading shampoo/ color brand in India

Majority owner

• Indias largest consumer products company
• 35 brands

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The Web is the best medium for Sunsilks audience

• Hindustan Lever launched the Gang of Girls
  website in June 06.
• Indias first online girl community concept.
• "We are thrilled to launch this community as we
  see it as Sunsilk's defining interface for its
  consumers." Hindustan Lever executive

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Most popular aspect digital makeovers
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Other aspects group blog, talent show, job
discussion board
Prizes for the most posts
Site visitors vote on talents
Tie-in with Monster.com
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Tie-in to Sunsilk products is low-key
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New material added regularly
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Major marketing effort ? major results

• Gang of Girls site pushed online and via TV and
  print.
• Lots of media mentions as successful branded
  space.
• Direct contact with target audience.
• Gang of Girls events at 60 college festivals,
  malls and multiplexes across India.
• Sunsilkgangofgirls.com benefited from redirect
  from Sunsilknaturals.com.
• That site had 100,000 registered users and very
  similar features.
• Hindustan Lever claims 2,500,000 registrations to
  Gang of Girls site
• 25,000 girl gangs
• 200 million hits
• 12-13 million page views every month
• Some marketing exaggeration?

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Lots of buzz
Unilevers Gang of Girls A digital concept
called Gang of Girls, from Unilevers Sunsilk
shampoo, is drawing wide attention in Asia
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Lots of blogger commentary

• a company taking benefits of new web 2.0
  technologies ranging from blogs to power of
  social networking. You ask for it its all there
  at sunsilkgangofgirls.com.
• As far as brand is concerned plus side for
  sunsilk here is ability to use power of
  technology to position brand successful and
  create following among niche users whom must have
  generated enough feedback for the brand to
  understand demographic served.  Other brands need
  to take a cue from here and understand how web
  can be used as an effective brand
  delivery/promotion tool.

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Hindustan Lever and Unilever have big plans

• The concept will soon be relaunched for rural
  parts of India as Sunsilk Saheli.
• Via mobile phones, which have higher penetration
  than the Internet in rural India.
• Unilever plans to take Gang of Girls global.
• The goal is to create the worlds largest online
  community for girls.
• As a practice, all our successes (and failures)
  are shared globally and we take learnings from
  them. Hindustan Lever executive

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Warning not everything will transfer globally

• Gang Wars (a section of Gang of Girls site) is
  not a good term for the United States.
• Girl gang violence is on the rise.

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Imitation is the sincerest form of flattery

• Following Gang of Girls success, archrival
  Procter Gamble India launched BeingGirl.co.in
• Aimed at girls 14-19 years old.
• Compared with Gang of Girls target audience of
  17-22 years.