When Anike Lawal became a mother in 2013, she realized quickly there was no place for moms to come together and discuss the issues and challenges they faced. She wondered how she was supposed to learn from the wisdom of other women and care for her child in the best way possible. Finding nothing online, Anike took matters into her own hands and started Mamalette, a community for moms and expectant moms to share and discuss the trials and tribulations of motherhood. With published content and peer-to-peer support, Mamalette provides help and information to thousands of women who have many questions.
Needing to drive more traffic to her website, Anike turned to Facebook to reach more people and expand what she could offer. She had the forum but was missing the community. Anike used Facebook to engage with moms like herself and used Facebook events to organize gatherings. She posts photos and articles on Facebook that she knows can help young moms find the answers to their questions. Since nothing like Mamalette existed previously for women in Nigeria, word spread and Anike was able to build that community rapidly.
More than 2,000 parents have attended her events, and, thanks to the power of Facebook, Mamalette has gone from a one-person operation to a staff of six. Mamalette now serves customers from all over the world and Anike attributes 60 to 75 percent of sales to traffic from Facebook. "Using Facebook has helped Mamalette grow its user base in our local community and beyond faster than it would have otherwise been able to," she says. "It has also positively affected the lives of many mothers, brought in brands and advertisers, and attracted mothers to Mamalette events, which contributed to the success of the business." Anike continues, "I started my business at a point when I could barely even afford to pay myself a salary, but now with help from Facebook here I am managing and paying salaries for a team of six people, including myself."