stanleyjohn
July 7, 2023
In recent years, influencer marketing has emerged as a powerful strategy for brands to connect with their target audience and drive consumer engagement. By leveraging the reach and influence of social media personalities, companies can tap into their followers’ trust and credibility to promote products and services effectively. However, Influencer Marketing existed long before the advent of social media, brands have always partnered with popular personalities to spread the gospel of their products.
In this piece, in no particular order, we’ll be reviewing five iconic Nigerian influencer marketing campaigns of all time.
Saka ports to MTN
n 2013, MTN introduced its groundbreaking “I don Port” campaign, enabling users of other networks to switch to MTN while retaining their existing phone numbers. This campaign took an unexpected turn when Hafiz “Saka” Oyetoro, a popular Nigerian actor and comedian known as the lead brand ambassador for competing brand Etisalat, was unveiled as the new face of MTN in a cinematic fashion. This surprising move proved to be a brilliant strategy, effectively capturing the essence of the campaign. Unsurprisingly, the “I don port” video achieved tremendous success in terms of reach, conversion, and accolades, solidifying its position as one of the greatest advertisements of all time.
Banky W introduces Etisalat
In 2008, there was a distinct recognition whenever the tune “O.8.O 9JA for life…” played, as it held significant meaning. Etisalat, a new entrant in the Nigerian telecommunications market, cleverly utilized music as a key element in its marketing campaign. At the time, Banky W, a popular artist, had just released the highly acclaimed song “Mr Capable” which was gaining widespread popularity across the country. Recognizing his influence, Etisalat appointed Banky W as their brand ambassador for their “O8O 9JA” campaign, and he went on to record their campaign theme song that continues to resonate even today. The song was so exceptional that it became a staple at parties and clubs during that period, while Etisalat successfully penetrated the Nigerian market with Banky W at the forefront.
Kanu and Peak Milk
Undoubtedly, this stands as one of the most iconic and triumphant marketing collaborations in the history of Nigeria. During the early 2000s, the renowned Nigerian footballer, Nwankwo Kanu, emerged as an influencer marketer for Peak Milk. He prominently appeared in a series of billboards and, more notably, in their television commercials, giving rise to the famous quote, “Papilo, one day you go make us proud.” The impact of this campaign cannot be underestimated. Kanu, already a household name due to his remarkable achievements on the football field, further solidified Peak Milk’s dominance in the industry, elevating its presence to an unparalleled level.
Genevieve Nnaji & Lux Soap
In 2005, the renowned Nigerian actress, Genevieve Nnaji, entered into a significant agreement with Unilever Nigeria to become the brand ambassador for Lux Soap. This record deal was reported to be valued at twenty million Naira, a testament to Genevieve’s status as one of Nollywood’s biggest stars. With her captivating influence, Genevieve’s face graced the product’s cover as well as billboards, effectively expanding Lux’s presence not only throughout Nigeria but also across sub-Saharan Africa.
Don Jazzy & VFD
In Nigeria’s current digital landscape, there is perhaps no individual who epitomizes influencer marketing better than Don Jazzy, the CEO of Mavin Records. He stands among the country’s top-tier influencers. Therefore, it came as no surprise when V Bank, an end-to-end Virtual Bank, enlisted him as their brand ambassador to enhance visibility and attract customers to their mobile application. Considering the objective, it is safe to say that Don Jazzy performed exceptionally well. Leveraging his customary practice of engaging with and generously rewarding fans and followers on social media, V Bank successfully onboarded over 250,000 customers onto their virtual banking platform. If that is not a resounding success, one can only ponder what truly qualifies as such.
In conclusion, the effectiveness of influencer marketing in Nigeria is undeniable. The country’s large online population, coupled with the influence and trust that influencers command has created a powerful marketing tool for brands to engage with their target audience. That’s why at Aktivate we leverage the success stories and statistics surrounding influencer marketing in Nigeria, so brands can tap into this dynamic strategy and reap the benefits of increased brand awareness, customer engagement, and ultimately, improved business outcomes.
