Fairy Bleat Dreams Game

Client Proctor and Gamble


Devise an online and social media campaign for Fairy Non-Bio to promote a Timmy Time book giveaway and on-pack promotion.


A microsite and online game aimed specifically at Fairy’s target demographic of young mums. The game is based on the premise of little Timmy in a peaceful nap-time dream, after being read one of the books and lying in super-comfy Fairy-washed pillows. The player must help him jump as high as he can, using the fluffy, bouncy fairy hearts that appear in his dream-state. To help spread awareness players are encouraged to compete for the highest score against their Facebook friends, with a Facebook leaderboard rewarding the top scorers. A social media campaign run through the Timmy Time Facebook community encouraged discussion and participation around relevant child sleep topics for mums and promoted the key brand messages for the campaign.


The online content and social media promotion was successful in engaging mums with the key messages of the campaign and encouraging takeup of the book giveaway. Its success lead to a follow-up campaign being run a year later with new features being added to the game and microsite.

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