‘Sunsilk Gang Of Girls”Presented by -:<br />Group No- 5<br />Saurabh Singh<br />Saurav Kumar<br />Souradip Das<br />SukritGhosh<br />Tapaswini Mishra<br />
Sunsilk Gang of Girls<br />Lunch : July 17, 2006<br />Developed by : HLL in partnership with JET ad agency and <br /> BC Webwise.<br />Meant for : Girls<br />Various feature which including blogs<br />Advice on hair care and fashion from experts<br />Job sites<br />Upload photograph and get an online makeover on fashion<br />Engage in a group activities <br />Popularity : Registered crossed the half million mark, with <br /> about 30,000 gangs <br />
Background Note(Importance On Marketing)<br />Largest spender in traditional media like TV, Print and Radio (largest advertiser on radio in India).<br />Largest spenders in non conventional media in India.<br />Use of wall paintings, colorful flyers, entertaining jingles, traveling cinema vans,.<br />Lunch specific rural marketing programs : <br />Project Shakti<br />Lifebuoy SwasthayChetana<br /> Used new kinds of media like advertiser funded programs (AFP), internet and digital media.<br />HLL focused on 360- degree communication and integrated campaigns for all major brands. <br />
SUNSILK- A POWER BRAND<br /><ul><li>Leading brand of Unilever in 50 countries
What’s unique about this initiative<br />Animated Chirpy girls character and bright colors.<br />Topics of interest included- fashion, job hunting, fun, emotional .bonding, gossip,<br />Parade ground to showcase talent , Cool prizes.<br />Partnership with ELLE, Cosmopolitan, New Women.<br />GoG TV.<br />Media blitz.<br />Broadcast, print, online and outdoor media, public relations(NDTV , CNBC etc), and community outreach programs, online promotion such as on MSN.<br />Association with films such as “Dream Girls”.<br />Presences in College festivals, multiplexes, mall activation programs etc to spread awareness.<br />
Launching and Promoting Sunsilk GOG<br /><ul><li> Late 2006, GOG website came into action when HLL conducted Sunsilk Hair Bars(SHB) event in Delhi.(girls getting advice on haircare).
After this in Dec2006; another event in Mumbai.(changing the perception of steriotype women to modern, stylish, updating women).
Here eight gangs(called gang of girls) participated in the program and winner got trip to Goa.
This was their CRM strategy.</li></li></ul><li>Outcome from this web portal gangofgirls.com<br /><ul><li> Within 1.5 months 1,00,000 members got registered.
By Nov’2006, it got 250,000 registrations with 12-13 million page views per month.
By Mar’2007 the number of registered members was 540,000.
Recent development– segmenting into the Global arena as HLL’s target is for long term success not the short term goals.</li></li></ul><li>More Branded Spaces for Girls<br /><ul><li> a competition for HLL.