For marketers, Detty December is no longer just music, parties, or festive hype but  a season to capture hearts, spark memories, and tell brand stories that linger long after the last celebration fades. Oluwatosin Obembe, Group Managing Director of Louva  Group,  while speaking with MARKETING EDGE  said  brands must stop treating the festive period as a one-off stunt and start seeing it as a campaign season with layers of engagement.

According to him, For brands, Detty December is no longer a fleeting festive moment as it has become a season of opportunity, a cultural crescendo that captures attention, sparks engagement, and drives meaningful connections.

From Festivity to Strategy

“Detty December is embedded in who we are as Nigerians. It’s about food, fashion, music, art, and shared cultural experiences.  People come home to reconnect with what they’ve missed, and even visitors who have never experienced it leave with stories to tell. For brands, this is a golden window to connect meaningfully with audiences.”

He insisted that a successful campaign stretches before, during, and after December. Pre-activations build anticipation, live experiences immerse audiences, and post-season follow-ups extend the conversation. “Even without headline concerts, people are having fun, experiencing the culture, and sharing it. Brands that tap into that energy intentionally can achieve deeper engagement than traditional campaigns allow.”

Experiential Storytelling at the Core

He  emphasised that brands must think like storytellers during this period. “Every touchpoint should engage the senses, spark emotion, and create memory. Experiences, whether food festivals, pop-up shows, or immersive activations, transform audiences into participants. This is where marketing becomes unforgettable, not just noticed.”

Nigeria’s Creativity, Ready for the World

Beyond the local stage, Obembe sees Nigeria’s creative sector as primed for global recognition. “Our music, fashion, and food are world-class. With discipline and professionalism, brands can ride this wave, telling authentic Nigerian stories locally and globally, and creating value that resonates with audiences far beyond December.”

The Takeaway for Brands

As Detty December grows into a cultural season rather than a singular event, marketers have a clear roadmap: plan intentionally, activate creatively, and engage consistently.

Obembe stressed that,  “Treat it like the World Cup, a campaign that commands attention, evokes emotion, and leaves a mark. The opportunities are endless for brands ready to embrace the season fully.”