|
|
|
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.
GoG was launched with a media blitz in broadcast, print, outdoor and
online media. It also made extensive use of public relations (PR) to
promote the site. To increase awareness of the site HLL conducted mall
activation programs and participated in college youth festivals. From
December 2006, HLL also started conducting various special events for
the members of GoG.
For instance, it conducted an event in Mumbai to break the myth that
women cannot drive or read maps. It also conducted Sunsilk Hair Bars
that were an offline equivalent of the GoG site, in cities like Delhi
and Bangalore.
With the growing popularity of sharing videos over the Internet, in
March 2007, HLL launched GoG TV where members could upload their videos
and share them with the other members. The videos could be uploaded in
various categories including 'my stuff', news, comedy, etc.
The GoG initiative had generated immense interest among the media,
analysts, and the TG. In November 2006, it was reported that the site
had generated 200 million hits and got on an average 12 million to 13
million page views per month.
By March 2007, the number of registered members had crossed the half
million mark, with about 30,000 gangs. HLL said that the initiative had
resulted in increase in sales and market share.
HLL saw GoG as a long term initiative and planned to take the site
global. The company also said that it would start a similar initiative
in rural India called Sunsilk Sahelian.
Analysts felt that HLL's marketing initiatives, by leveraging an
emerging medium like the Internet, had reaped rich dividends for the
company.
The growing popularity of the Internet and the shift in the media
consumption behavior had provided the marketers with a challenge as well
as an opportunity. As more youth shunned the traditional media in favor
of online and digital media, marketers too had to adapt their marketing
strategies.
Moreover, the Internet provided marketers with an opportunity to provide
a space where the TG could commune without the constraints of time and
location.
Experts noted that the word-of-mouth advocacy generated by such efforts
would go a long way in building a brand. This was exactly where HLL had
succeeded with GoG, they said. HLL success in building an active online
community was also expected to encourage other companies to follow suit.
However, some experts opined that it would be a challenge for marketers
to sustain the interest for their brand or product among the TG over a
long period of time.
|
