Sunsilk – Talk About Interactivity!

I’m quite fond of digital online campaigns that I have been observing recently, and its very interesting to see that a lot of female targeted brands are going into online activation. One of the campaigns that was executed not long ago was of Sunsilk Fight Hair Hunger. A lot of Unilever brands have been going online since a few years and have been doing fairly decent in terms of implementation.
Coming back to the “Fight Hair Hunger” campaign by Sunsilk, the idea itself was one of its kind. The online activation was done in a way that the users were supposed to upload their pictures and choose a hairstyle. After that, each user had to invite other people to get more votes on their makeover picture.
The incentive was that the user with the most votes will get a makeover by Tariq Amin. I’m not sure if the incentive was very big or not, but it was a great attempt by Sunsilk in order to attract visitors on a microsite and drive online activation for Sunsilk. The website also included tips and detailed information about Sunsilk variants.
In my view, it is very interesting to see the shift of marketers towards internet advertising and activation. But is this a wise option to advertise when we consider the Pakistani audiences?
The Sunsilk Fight Hair Hunger website can be accessed at:  www.fighthairhunger.com
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