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
Symnetics Bogota ECC 2007-05-20 – FJG
© 2007 Venkat Ramaswamy, Francis Gouillart vramaswamy@eccpartnership.com
All rights reserved. fgouillart@eccpartnership.com
 Whence a gang of girls?

World’s second-largest
food/consumer products company

Shampoo and color

cream aimed at “20-
Majority something single girls”
owner •Leading shampoo/
color brand in India

India’s largest consumer products company

•35 brands

© 2007 ECC Partnership

All rights reserved.
 The Web is the best medium for Sunsilk’s audience

§ Hindustan Lever launched the Gang of Girls website in June ’06.

§ "We are thrilled to launch this community as we see it as Sunsilk's

defining interface for its consumers." –Hindustan Lever executive

© 2007 ECC Partnership

All rights reserved.
 Most popular aspect: digital makeovers

© 2007 ECC Partnership

All rights reserved.
 Other aspects: group blog, talent show, job discussion board

Prizes for the

most posts

Site
visitors
vote on
talents

Tie-in with
Monster.com
© 2007 ECC Partnership
All rights reserved.
 Tie-in to Sunsilk products is low-key

© 2007 ECC Partnership

All rights reserved.
 New material added regularly

© 2007 ECC Partnership

All rights reserved.
 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.

§ Sunsilkgangofgirls.com benefited from redirect from

Sunsilknaturals.com.

•
§ 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

© 2007 ECC Partnership

All rights reserved.
 Lots of buzz

Unilever’s “Gang of Girls”

“A digital concept called ‘Gang of Girls’, [from] Unilever’s
Sunsilk shampoo, is drawing wide attention in Asia…”

© 2007 ECC Partnership

All rights reserved.
 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.”
§

© 2007 ECC Partnership

All rights reserved.
 Hindustan Lever and Unilever have big plans

§ The concept will soon be relaunched for rural parts of India as “Sunsilk
Saheli.”

•
§ Unilever plans to take Gang of Girls global.

© 2007 ECC Partnership

All rights reserved.
 Warning: not everything will transfer globally

§ “Gang Wars” (a section of Gang of Girls site) is not a good term for the
United States.

© 2007 ECC Partnership

All rights reserved.
 Imitation is the sincerest form of flattery

§ Following Gang of Girls’ success, archrival Procter & Gamble India

launched BeingGirl.co.in

© 2007 ECC Partnership

All rights reserved.