SUNSILK CITY

Haircare brand Sunsilk is one of the top-ten FMCG brands in the world. Owned by multinational consumer goods company Unilever Group, Sunsilk launched in 1954, has enjoyed a global reach since the 70's and is today available in most countries across the world. Annual sales exceed 1 bn Euros.!

CAMPAIGN OVERVIEW.

CLIENT
Unilever/Sunsilk

DEV PARTNER
Roforco

TARGET
Reaching women of gen z and beyond

DURATION
June 2022 - Present

PLATFORM
PC, Xbox, PlayStation, iOS, Android, Meta Quest

GAME
Roblox

BRIEF.

Sunsilk wanted to change the narrative of women in games. More often than not, women are depicted as the damsel-in-destress or objectified as ‘rewards’ for male characters to collect in games. For a young female gamer, this was not reflective of the 21st-century woman and Sunsilk wanted to turn this outdated gender stereotype on its head by leveraging its brand values as the central pillar of its metaverse experience: OPEN UP POSSIBILITIES FOR GIRLS EVERYWHERE.

OBJECTIVE.

To communicate Sunsilk’s core mission of empowering young women through an immersive in-game experience and to make Sunsilk's products playable.

STRATEGY.

Karta proposed the idea of creating an open-world experience that encourages exploration and enables development for Sunsilk’s target audience. Through mini-games, virtual merchandise and in-game rewards, we wanted to build a city where gamers can enjoy exploring a world that enables education and self-development whilst being playable and fun.

GAME: ROBLOX.
Roblox has a reputation for having an inclusive and friendly culture. Coupled with 83 million monthly active users (MAUs) and 44% of Roblox gamers being female, the game was the perfect choice for Sunsilk City.

INFLUENCER STRATEGY.
Karta also helped develop the influencer-based strategies used for launching Sunsilk City, which the Unilever team executed using their existing influencer network.

RESULT.

TOTAL VISITS
50.9M+

FAVOURITE
152,164

UPVOTES
90%+ 

OTHER
3rd highest-rated brand experience in Roblox

After 5 months of development and extensive QA with Roforco, we created Sunsilk City, an open-world environment with mini-games and online courses designed to empower young women and instil a drive for them to unlock their own potential. We made the brand playable by incorporating Sunsilk's product range as part of the narrative for the experience. 

MINI-GAMES.
Sidewalk Superstars
Encourages players to prioritize education over domestic chores.

Blow Them Away
Lets players fight off toxic phrases and words typically used to put women down with a virtual hair dryer.

The House of Hair
Enables creativity and expression for players’ avatars in Roblox through the use of Sunsilk's haircare line, advanced hairstyle customisation and more. 

House of Skills
Equipping players with tangible real-world skills, House of Skills has 20 free online courses for gamers to take advantage of.

COVERAGE.

AWARDS.

DECEMBER 2022

"Working with Karta on such an exciting project has kept us at the edge of our seats. From educating us at the start to fleshing out the idea in the conception stage, through to addressing every last detail in development, our experience with Karta has been truly enriching and we have learnt a great deal from Karta’s knowledge and dedication."

Purnima Lamba, Global Brand Vice President, Sunsilk

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