Sunsilk gang of girls plans to go global

By Praneeth • November 17, 2006

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Economic Times: Uniliver wants to take sunsilkgangofgirls global!! Unilever, however, has not yet finalised exactly how the concept will be taken forward. According to sources, Gang of Girls will also be taken to the rural market, where it will be rebranded Sunsilk Saheliyan. Launched in June 2006 with the aim of developing a closer relationship with the brand’s targetaudience — young girls.

The site features gang games, blogs, parade ground, hot jobs(tie up with job site Monster.com), message board and newsletters, advice on hair care, relationship and astrology and the mostpopular section make over machine (Makeover Machine that lets girls upload their photographs and give themselves an online makeover) The Gang of Girls website has had 2,50,000 registrations and 25,000 ‘Gangs’ or user clubs formed on the site so far. The site has registered almost 200 million hits and gets on an average almost 12-13million page views every month( ummm..???). ‘Gang Of Girls’ had its roots in the previously launched product site Sunsilknaturals.com with 100,000 registered users and almost similar features other intresting trend i observed is the way traffic moved,

alexa graph

Source: Alexa just like a product life cycle the website too have a lifecycle ( coined by prof.Praneth ) initially girls( i bet half of them are men) joined thx to offline promotion, viral and word spreading they may have realised the content boring or not updated ( see any orkut community content), poor participation, intital excitements comes down the traffic comes down now after all this story and hype surrounding over the girls community, have sunsilk sales surged???