In less than three months of it launch, Hindustan Lever Ltd’s Sunsilk Gang of Girls, an all-girls virtual community, has been able to accomplish an online girl membership of 200,000. It website has also crossed the 150-million hits mark.
The number of gangs created has crossed the 20,000 milestone. The sharing experience between members has made the website all the more fun and energetic. In fact, several members are drawn to the Hair Care forum as it has well-known hair expert Jawed Habib answering their hair queries. The Makeover Machine, which enables a member to experiment with her make-up and hair style (mix and match), as well as Parade Ground, which encourages girls to display their talent, are the most visited links.
Commenting on the success of Sunsilk Gang of Girls, Vipul Chawla, Category Head, Hair Care, HLL, said, “The sole motive of this initiative was to get closer to our target group to provide them with value in a differentiated manner, and that’s exactly what we have achieved success in. It’s a unique interface for Sunsilk with the young Indian women and we believe that it will lead to their developing a deeper relationship with the brand.”
Sunsilk Gang of Girls includes styling tips, blogs, jobs to contests and a whole new world of finding and making new friends. Self-rating, question and answers, astrology and tips on living a socially and emotionally healthy life are frequently updated on the website.