The document summarizes a campaign review for a Sunsilk event at the Pakistan Fashion Design Council (PFDC) fashion week. Some key points: - The campaign reached 29,000 new fans in 4 days, delivered over 22 million impressions and engaged over 977,000 people. - The content attracted mostly females (96.6%) and had a high re-engagement rate of 57%. Two apps gathered over 2,650 entries. - Goals were to create buzz around style and fashion in Pakistan, reach target audiences with engaging content, and increase the fan base by 25k+. - Compared to competitors Pantene and Head & Shoulders, Sunsilk had the

1. Campaign Review

2. Event Summary
We had an amazing time integrating one of the biggest events of Pakistan with
Digital Media. With all of our activities synced to create a major buzz around style
and fashion brought us 29,000 news fans in 4 days. We were able to deliver
22,200,000 impressions, reaching 977,000 times on people’s walls, making them
click 42,000 times and generating a sum of 122,020 actions.
We were amazed to see that our total engaged audience was made up of 96.6%
females and only 3.4% males. The content was so tempting that 57% of our audience
reverted back, as they craved for new content.
Our applications, Glamour access and Invisible app were able to grab 2,650 entries.
We touched the highest peak of ER at 15.6% with a ratio of 65:35 Organic:Paid
reach.

3. What We Wanted
• To create a style based buzz that can’t be ignored.
• To cover and reach our TG with the style related content she
craves to interact with.
• To own the fashion & style trends growing in Pakistan.
• To differentiate Sunsilk by giving unique on ground
experiences.
• To create a closer relation with fans by eliminating the BrandConsumer wall.
• To increase the fan base by 25K+.

4. What The Others Were Up To
• Sunsilk holds the 2nd Highest ER in the industry i.e 15.6%, following
Pantene. Pantene’s adverts are focused on both male and female,
which results in a higher ER and Sunsilk focuses only on women
creating an ER of 15.6% with women holding 96.6% chunk in the
gender mix.
Sunsilk PTA: 37,952
15.6%
Pantene PTA: 92,610
20.6%:
H & S PTA: 32,364
7.2%

5. What We Used
• Social Platforms
– Facebook
– Twitter
•
•
•
•
On ground activities
Website
Paid Media
Facebook Application

6. What We Did
•
•
•
•
•
Glamour Access
Invisible App FB Contest
Invisible app on ground activation
Real time updates on social platforms.
Sunsilk.com.pk

7. Invisible App
A facebook application which gave fans a chance to win PFDC
passes and experience the fashion show going invisible, by
answering 5 simple questions.
Total Impressions: 8,347,200
Total Tab Views: 4,811
Total Entries: 950

8. Invisible App

9. Invisible App Activation
300+ Interactions

10. Glamour Access Contest
An application on Facebook asking users to watch Mahira’s video
and describe the event like a report to enter a lucky draw. The
winner was given glamorous treatment which included hotel stay,
shopping, dining out complete make over and salon services,
interaction with top Unilever employees, PFDC visit and much more.
Total Impressions: 13,852,800
Total Tab Views: 7,957
Total Entries: 1,750

11. Glamour Access

12. Glamour Access Winner

13. Our Very Own - Website
• Products
• PFDC 2013
• Gallery
• Live Streaming
• Apps
• Fashion Show
• Contests
• Glamour Access
• Invisible App
• Social Platform links
• Contact us

14. People We Reached Out to During PFDC
• During Sunsilk Hairstyling Day, we have served 35,132,295 ad Impressions,
Age 13-24: 94.2%
gained over 63,845 fans with a CTR of2.04%.
•

15. Our Current Fan Base
• During Sunsilk Hairstyling Day, we have served 35,132,295 ad Impressions,
gained over 63,845 fans with a CTRAge 13-24: 82%
of2.04%.
•
Fan base increased by
29,000 and we had the
maximum addition of
8,317 fans in a day on 27th
April.

16. People Talking About HSD
• During Sunsilk Hairstyling Day, we have served 35,132,295 ad Impressions,
gained over 63,845 fans with a CTR of2.04%.
•
PTA increased from
2,582 to 37,952
Viral Reach increased
from 8,126 to 78,637
people.

17. Community Management
•
•
•
•
•
•
Status Updates: 90
Likes: 11,444
Comments: 1,060
Shares: 300
Viral Reach: 977,000
Organic Impressions: 1,201,852

18. Paid Media
Impressions: 21,394,243
Social Impressions: 17,841,100
Clicks: 45,414
Social Clicks: 31,790
Actions: 179,886
CTR: 0.189%

19. Our Top Posts

20. Top Five Updates (Reach)
Engaged User: 3,676
Reach: 16,248
Engaged User: 2,455
Reach: 26,601
Engaged User: 3,382
Reach: 16,008
Engaged User: 5,818
Reach: 39,680
Engaged User: 2,889
Reach: 23,496

21. Twitter
• Tweets: 200+
• Re-tweets: 1000+
• Followed by:
•
•
•
•
•
Frieha Altaf.
Sara Shahid
Shehla Chatoor
PFDC Official
Selina Rashid.

22. 5 Top Winners (All Correct Answers)

23. And Our Fans Loved It!

24. Why were we Different
• We were given complete freedom by Sunsilk.
• Invisible App
• Walk in guests and celebrities which included HSY was amazed with the
idea.
• Glamour Access
• A common girl was picked and was given a celebrity treatment. This
event has eliminated the wall which always existed between the fans
and Sunsilk. We have taken our relationship with the fans to the next
level.
• Photographers & Videographers:
• We had our own staff, which made it easy to grab content and update
on real time basis.

25. Our Learnings
• Content Syndication
• The content was delivered through different sources on multiple
platforms/mediums.
• We did not own the content on digital nor our content enjoyed any
exclusivity.
• Multiple Sponsors
• On ground space was taken by number of other brands which included
Pepsi being the most prominent and strong one.
• Content exclusivity
• 25% of our content was exclusive which we were able to develop
through our activities.

26. Competition
• Nature of Content
• Pantene enjoys the ownership of a content to which every women of our
society can relate to.
• Which makes it more appealing and therefore creating better
engagement.
• Our content was not accepted by a huge number of fans, because they
can’t relate to it neither can they accept it in our culture.
• Exclusivity
• Bridal Couture content was not delivered by multiple sources, and was
limited to Pantene and Hum TV only.

27. Way Forward
• 6 weeks
• We have planned another 6 weeks to share the content we have
acquired.
• Viral Video
• Our viral video will be released on one of the 6 weekends.
• Designer’s collection
• We will release the collection of 10-12 top designers on the remaining
weekends, making it 2-3 designers’ collection on each weekend.
• Other designers collection will be shared during the weekdays.

28. THANK YOU!