Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Online community, Social networking, Sunsilk Gang of Girls, MySpace, Facebook, GoG TV, online marketing, brand building, website, emerging media