To build awareness for new Rexona Naturals, a deodorant that contained natural ingredients, we wanted to convince our target market to inject more nature into their lives, in a place where they least expected it—inside their computer.
So we launched the first ever Facebook application to let users grow 100% real, 100% live plants straight from their computer, without using simulation or pre-recorded videos. We called it Nurture Nature, and it showed a daily live feed of 30 different plants that users could interact with.
The Rexona Naturals Nurture Nature FB App Page
Users could care for the plants by clicking on a range of actions like “Water,” "Mist," "Fertilize," “Trim,” “Remove Caterpillar,” “Add Earthworm,” and “Play Music.”
Users select an action from the buttons on the app and then choose a plant to apply that action to via a drop-down menu.
The system alerts the user if the selected action is unavailable or invalid.
Valid actions are then added to a queue which dictates what the gardener's next task will be.
The live feed would then show our gardener executing the commands in real time.
The gardener injects a lot of personality to the app by serving as a real life host—chatting with the viewers, answering questions about the garden, singing and dancing to the plants, playing games, and giving away free samples of Rexona Naturals.
In just one month, Nurture Nature's live feeds were viewed for for a total of 687 hours. It also generated substantial earned media by repeatedly getting published, blogged, tweeted and even reviewed on international gaming sites.
Case study video for Rexona Naturals Nurture Nature
