Cannes Lions

HAIR PRODUCT

JWT LONDON, London / SUNSILK / 2011

Presentation Image

Overview

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Credits

Overview

Execution

To us the answer was simple - Allow everyone to become a celebrity with ZtoA.The world’s first true measure of your fame on Facebook - Are you an unknown Z lister or a glittering A-list superstar?All our girls had to do to find out was install the App and our celebrity algorithm cleverly analysed everything they did on Facebook.

We found out how many friends they had, how many photos they were tagged in, how often their posts were liked and commented on, plus a few more magical fame factors.This gave them a place on the list. Instantly they were able to see how they ranked against both their friends and everyone else.

Outcome

To get our girls playing we advertised on Facebook, fashion blogs and glossies, but it’s our girls word of mouth that’s really made us famous – with 750,000 joining our group and thousands more joining everyday.So not only have we developed a long-term property around our girls appetite for gossip, fashion and fame – but we have discovered the most social girls to buzz Sunsilk and given them perks to enjoy, share and talk about, in turn creating waves of earned media and a powerful group of brand advocates.After the success of our launch in the Phillipines, the platform is now being adapted for Russia, Turkey, Greece and Brazil.

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