Community Marketing Case Study

#SunsilkGirlGiri

Introduction

Sunsilk wanted to build a purpose-led Facebook community where young women (age 18-35) could connect and feel a safe space to share their dreams and discuss anything.
To have an engaging group and to inspire young women to achieve their dreams, we conducted various activities like expert lead sessions, surveys, discussions, Q/As, etc.
In 12 months, the brand achieved 1.4 Million impressions, 172% member engagement, and 19K+ members in the community.

About Sunsilk

As one of the most chosen brands by girls, Sunsilk has been the number one hair care brand in Asia, Latin America, and the Middle East. Sunsilk consumers are females between 18-35 years of age.

As these women start exploring the world, they face many challenges, and Sunsilk wants to provide them with the power to follow their dreams and passions and thrive in every situation.

Sunsilk wants to inspire generations of girls to be ambitious and stretch their horizons.

Sunsilk Girl Giri Product Image 1 for Community Building Case Study

Sunsilk Girl Giri Product Image 2 for Community Building Case Study

Sunsilk Girl Giri Product Image 3 for Community Building Case Study

Sunsilk Girl Giri Product Image 4 for Community Building Case Study

Sunsilk’s Objectives

Sunsilk believes that by being together, many possibilities open up, and progress is made. Thus they wanted to create a space for young women to feel inspired, safe, and be able to easily connect around a sisterhood where they are equipped with the support for their dreams, making the world more accessible and full of possibility.

“Sunsilk wanted to build a purpose-led Facebook community where young women (age 18-35) could connect and feel a safe space to share their dreams and discuss.”

Community Marketing Strategy

We started a public Facebook community with a 12-month goal for the brand, focusing on acquiring the correct demographics (women between the age group of 18-35), member growth, relevant conversation topics, social impact, empowering culture, feedback surveys, and sampling.

The community was started to help the brand connect with young youth and provide them with a safe space to talk about their dreams, feel inspired, and chase new possibilities.

Target Demographic

Women between

18-35 age

Women between

18-35

age

We focused on hosting and engaging members in activities through which they feel encouraged and feel confident in themselves. We wanted them to explore new possibilities by building their inner confidence. To achieve this, we focused on creating great content, hosting expert-led sessions, Q/A sessions, surveys, and much more.

The content created was in accordance with the brand vision and purpose. The community and constant engagement prompted members to share their real-life stories and experiences and build trust among the community members.

Solution types

Static Posts

Poll

Q&A

Live

Surveys

Prompt

The Big Beautiful Highlights

In less than 3 months, community members showed a strong endorsement towards the brand, and they believed that Sunsilk was making a positive difference in society.
The community received 1.4 million impressions in 12 months, and over 19K+ members joined the community.
The member engagement achieved was 172%.
In a survey conducted by a third party, the data showed that a vast majority (83%) were likely to promote the platform, driven by strong engagement and love for the community.
The women within the group felt comfortable opening up about their dreams and passions, which in turn inspired them to aspire to bigger goals.