Like many agencies, we have clients that have products and services who target the Mom consumer. While it is easy to look at case studies from Axe, ESPN, Nike as great creative it is not always easy to find that great creative that engages the Moms (outside of cute babies and puppy dogs).
So I'm always on the look out for social media examples that my wife spends a lot of time with. 3-4 weeks ago my wife didn't know very much about Facebook but now she schools me in the application and usage of the platform. Today I wanted to write about her favorite Facebook application that also saves the rain forest.
My Fairyland. My Fairyland is an application where you name and own a fairy character. This character tends to a garden that includes pots and bottles to grow flowers. As you grow a complete flower (takes about a week) and harvest the flower it saves 2ft of rain forest.
While the societal causal aspect got her to start the application the social aspect is what keeps her checking her fairy garden every 3 hours or so. Her other Mom friends all have fairies and they cast spells on each other, water plants in other gardens and search for animal critters like bunnies, frogs and snails.
I think this is a great model of a narrative that can keep the attention and create social interaction between Moms using Facebook as the platform. It has the right amount of game mechanics, awards and gifts that make it interesting and fun.
As Seth Godin described in his book Tribes, when creating tools for communities the application should be more fun than cool. My Fairyland does a great job of providing hours of fun.