Sunsilk Case study Z-A by J. Walter Thompson London


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Industry Cosmetics & beauty products, Shampoos
Media Case study
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Barry Christie, Paul Banham
Copywriter Kell Lunham
Account Supervisor Sonali Fenner
Released April 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: SUNSILK
Product/Service: SUNSILK
Date of First Appearance: Mar 17 2011
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Paul Banham (JWT)
Creative Director: Barry Christie (JWT)
Copywriter/Art Director: Barry Christie (JWT)
Copywriter: Kell Lunham (JWT)
Agency Producer: Sandra Ahn (JWT)
Account Supervisor: Sonali Fenner (JWT)
Account Manager: Ivana Djordjevic (JWT)
Account Manager: Betsey Cheung (JWT)
Planner: Alastair Morton (JWT)
Media placement: Phone App - RockYou Games/apps - 17/03/2011
Media placement: Online Banners - Facebook Ads - 18/03/2011
Media placement: Display Banners - Display Banners - 04/04/2011

Describe the campaign/entry
Sunsilk has brought the world of fashion, beauty and celebrity closer to its consumers by creating ranges with the world’s leading celebrity hair experts.

But how do you bring the personal touch of these experts to millions of women rather than just a handful of celebrities?

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?

Describe how the campaign/entry was launched across each channel in the order of implementation
All our girls had to do to find out was install the App and our celebrity algorithm cleverly analyzed everything they did on Facebook.

We found out how many friends they had, how many photos they were tagged in, how often they’re 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.

Everything our girls did on Facebook and life for that matter contributed to their score – we thus created a game out of their life.

As they climbed the list by being more popular and active on Facebook they could enjoy some of the perks of fame that real celebrities could expect…

From Sunsilk products to must have fashions and VIP experiences - our A-listers could literally become celebrities on the red carpet.

Give some idea of how successful this campaign/entry was with both client and consumer
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.

Now that our girls are making ZtoA famous we are hotly awaiting our first A lister – who knows where her fame will take her? Although we know for sure she will have fame and exposure amongst her peers as we launch her across the platform.