Case Code : CLMM062
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100
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Online community, Social networking, Sunsilk Gang of Girls, MySpace, Facebook, GoG TV, online marketing, brand building, website, emerging media
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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.
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...
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