Social Media Strategies and Technologies

One of the most successful digital/online marketing campaigns in India was Sunsilk Gang of Girls - which was started with an aim of promoting the Miss India pageant sponsored by Sunsilk in 2002  and later turned into a social community platform (with networking , blogs , message boards & chat etc) exclusively for girls to discuss and share content related to beauty,hair, makeover & random stuff etc.This case study report was released by bcwebwise - which handled the implementation of Gang of Girls campaign.

Key Results from Gang of Girls campaign case study are:

•  Total Registrations on Gang of Girls as on 6th,May-09 – 7,28,461
•  Avg Monthly Page Views – 30,00,000
•  Avg Monthly Hits – 1,20,00,000
•  Avg Monthly Unique Visitors – 97,086
•  Total Number of Gangs as on 6th May-09 – 42,934
•  Average Visit Length – 11.06 minutes

Update after some useful rants from @anaggh: While Sunsilk has done some offline advertisement to support this initiative using their traditional marketing channels to create awareness among their target group/users, the numbers like how much money spent? was not available to me but this campaign related numbers like no of users, communities and page views etc were shared by bcwebwise that ran this campaign for Sunsilk and also gangofgirls website shares these numbers regularly - I feel that the success of this campaign is majorly driven by the community element and platform that encourages young women to share/discuss interesting things revolving around their life stream.My intention behind sharing above numbers was to make a point that Indian consumers are ready and infact use new media platforms :).

Snapshot of the case study is  embedded below [also available at IAMAI Site]:

Gang of Girls Case Study

This campaign is a classic example of  how new media platforms can help brands to create and enagage with their consumers { even in India }. Now we can go and tell those curmudgeon’s - who said ‘India isn’t ready for digital/new media marketing yet’ - what is your say?.