227 million people is a huge number for a single market.

In Nigeria we had a perfect product-market fit, but little awareness and even less consideration. To become a sweetheart brand for Nigerians we had to vibe with them and show that we understand their daily struggles, but truly believe that there’s more to life than that.

The campaign challenged me as a lead in several aspects. It was a remote production with bloggers preceded by a 360 campaign for better penetration of our messaging. Production and media were constrained by a limited budget. I carefully curated both parts from briefings to executions, making sure that the brand is delivered properly and we stick to local insights keeping it real and relevant.

The result doesn’t really need any comments: a single campaign delivered an 11% increase in market share. Social Media Campaign in Nigeria

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