Playmonster has launched a major marketing campaign for My Fairy Garden in recognition of the shift in mindset of modern parents now turning to wholesome toys and inspiring modes of play.
Under the hashtag #Fairiesfornature, Playmonster is recruiting a team of mini brand ambassadors – or fairies – who will be challenged to look after nature in their community by completing tasks designed to give wildlife the best opportunity to thrive.
The campaign, which launched this month, saw over 20,000 activity packs distributed throughout primary school Key Stage One settings and through digital and social platforms, each arriving complete with wild flower seeds and tasks to complete to encourage kids to care for nature in their local community.
The 20,000 wild flower seed packs aim to cover 20,000 square metres of land in the UK to attract bees and insects and provide a habitat for them. This equates to over three full size football pitches.
As well as planting wild flowers, challenges for children to complete include completing litter picks, de-weeding and building hedgehog homes and creating a bird feeder – all aimed at helping support the wildlife on their doorstep.
Since the launch of the campaign, over 10,000 families have visited www.myfairygarden.co.uk to download the free digital Fairies For Nature Activity Book and pledge to take care of nature in their local communities.
ITV’s First Time Mum star, Ferne McCann has been called in to support the campaign across her social channels. Teaming up with daughter Sunday, the duo can be seen completing their very own tasks to nurture nature whilst helping to recruit other families to get involved.
The My Fairy Garden website will be used as a key resource for the campaign throughout the upcoming summer months and traffic will be driven to the Fairies For Nature landing page where families are able to sign up and receive the free downloadable activity book.
Traffic will continue to be driven through PR, social and digital advertising as well as blogger and influencer outreach.
Throughout the campaign, children and their parents are encouraged to share their story across social media using the hashtag #Fairiesfornature. Upon completing five tasks they’ll be officially crowned a My Fairy Garden Fairy For Nature.
All Fairies For Nature will be entered into a prize draw to win one of 250 prize packs to welcome them as an official ambassador, complete with fairy wings, certificate and product from the My Fairy Garden range.
Meric Pekcan-Butcher, marketing manager for Playmonster said: “This campaign is all about delivering widespread brand awareness whilst aligning with My Fairy Garden’s values of nurturing of nature, growing plants and discovering the magic of nature through play.
“We can’t wait to have thousands of fairies across the country doing their bit for nature and giving the wildlife on their doorstep the best opportunity to thrive.”