Sunsilk Gang of Girls: A Case of Marketers Targetting Consumers through Emerging Media Channels

            


Details

Case Code : CLMM062
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

» Marketing Management
Short Case Studies
» Marketing Case Studies**
» Case Studies Collection
» View Detailed Pricing Info

Key words:

Online community, Social networking, Sunsilk Gang of Girls, MySpace, Facebook, GoG TV, online marketing, brand building, website, emerging media

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

Hindustan Lever Ltd launched Sunsilk Gang of Girls, an online social networking site built around its leading beauty shampoo brand, Sunsilk. The growing popularity of the Internet, social networking websites, and the shift in the media consumption behavior had provided the marketers with a challenge as well as an opportunity for brand building and marketing.

Introduction

On July 17, 2006, FMCG giant, Hindustan Lever Ltd (HLL), launched Sunsilk Gang of Girls (GoG), an online social networking website built around its leading beauty shampoo brand, Sunsilk.

GoG was open only to girls and had various features including blogs, expert advice on hair care and fashion, a job site, etc. There was also a Makeover Machine in which the members could upload their photographs and get an online makeover by trying out new hairdos, eye shades, lip color, etc. The members had to be part of a gang (maximum 50 members) and could engage in a number of online group activities.


All the tools and activities were designed to enable the target group (TG) to have fun, and provide a sense of emotional bonding. HLL claimed that GoG was the first initiative of its kind. In addition to brand building, HLL expected this initiative to help in gaining key consumer insights and connect better with its TG...

Case Studies on Related Topics

1. Nike's "Joga Bonito"Marketing Campaign

2. Harnessing the Power of Online Social Communities for Branding and Market Development

3. Rovion's InPerson Technology: Changing the Face of Online Advertising

4. Match.com - The World's Leading Online Personals Site


Google