Creator-led acquisition campaign for a new savings product.
The brand needed presence in a category it was new to.
Audience awareness was below 12% in the target Lagos demographic. Studio ads had been running for six months with negligible recall lift. The marketing team needed an approach that built credibility, not just impressions.
We applied the five-stage process end to end.
We vetted creators for audience overlap with the target consumer, built a strategic brief anchored on three category entry points, co-produced 9 pieces of content over 4 weeks, deployed organically through creator channels, then ran paid amplification on the top three performing pieces.
Three vetted macro creators across complementary categories.
Selected for audience overlap with the campaign's primary persona and a consistent track record in the category.
Selected for audience overlap with the campaign's primary persona and a consistent track record in the category.
Selected for audience overlap with the campaign's primary persona and a consistent track record in the category.
Nine pieces produced. Four ran in paid.
