Excellence of Experiential Marketing in Nigeria now demands consumer-driven insights, immersive tech, cultural storytelling– EXMAN President
By Zion Rufus
Experiential marketing in Nigeria is undergoing a shift from traditional one-off activations to holistic, immersive brand experiences as today’s consumers no longer want to be passive participants, they expect experiences tailored to their values, interests, and identities.
Particularly in today’s era, where consumers are “mentally clocking out” and their “social batteries are fast dying,” the growing demand for hyper-personalization is reshaping experiential marketing strategies in Nigeria.
Recent studies also reinforce this shift.
Research from McKinsey reveals that 71% of consumers expect personalized interactions from brands, and 76% get frustrated when this expectation isn’t met.
Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN) and CEO of Aster Integrated Marketing Limited, shares insights on the trends shaping the industry in 2025 noting that as consumer behavior evolves, so must the strategies brands employ to create meaningful connections.
“Consumer behavior is evolving daily, and attention spans get shorter by the day,” Medebem notes.
“To capture and hold their attention, it’s crucial to put consumers at the forefront of every experience. They no longer want to be ‘everyone’; they want to be seen and heard, and this is why hybrid events and fully immersive experiences will become increasingly popular, maximizing reach and engagement.”
“Personalization will also play a significant role, with augmented and virtual reality becoming more mainstream,” she adds.
A 2024 study by Webnus highlights that 70% of event professionals are now prioritizing hybrid formats, blending in-person and digital engagement. In Nigeria, brands are already leveraging AR/VR to create immersive, multisensory experiences that extend beyond physical activations. This approach allows brands to scale their reach while maintaining deep audience engagement.
Storytelling will also be a key differentiator, with Nigeria’s rich cultural diversity presenting a significant advantage.
According to Novatia Consulting, over 70% of Nigerian consumers are influenced by social media in their purchasing decisions, underscoring the power of narratives that resonate with local identity.
“By weaving in localized content and culture, brands can create emotional connections with their audiences,” Medebem explains.
According to the President, some brands have already mastered this approach—certain lager brands, for example, have successfully embedded cultural storytelling into their campaigns to strengthen consumer affinity.
Youth-Centric Marketing Will Take Center Stage
Youth-centric marketing is about to take center stage this 2025.
“With Nigeria’s youthful population, experiential campaigns will need to be more youth-centric, leveraging gamification, digital, and social media activations. Music, fashion, and tech-driven events will dominate the landscape,” the EXMAN President stated.
With more than 60% of its citizens under the age of 25, Nigeria has one of the youngest populations in the world. This demographic shift presents an opportunity for brands to connect with Gen Z through dynamic, interactive experiences. A report by Insider Intelligence shows that 90% of Gen Z consumers expect brands to engage them through digital and social media-driven experiences, making platforms like TikTok, Instagram, and gaming environments prime engagement channels.
Retail Experiences Will Move Beyond Transactions
A study by Accenture reveals that 64% of consumers prefer brands that offer in-store experiences beyond just shopping. In response, global and local brands are turning to pop-ups, live demonstrations, and interactive brand activations to create immersive retail environments.
“To create memorable shopping experiences, brands should leverage pop-up stores and interactive retail experiences,” Medebem advises. These experiences help brands build emotional connections with their audience and drive loyalty.
Sustainability Will No Longer Be Optional
Sustainability is also fast becoming a core expectation rather than a nice-to-have. Research from Nielsen shows that 73% of consumers are willing to change their consumption habits to reduce environmental impact, and in Nigeria, growing awareness of climate issues is influencing brand perception.
“One challenge that concerns me is sustainability in events and experiential marketing campaigns. As an industry, we must respond to global and local calls for eco-friendly practices. Collaborations, recycling of materials, and reducing waste will be crucial,” Medebem states.
Companies that prioritize sustainable event production, reduce waste, and implement green initiatives will gain favor with conscious consumers.
In her closing statement, the EXMAN President advised “As we navigate the evolving landscape of experiential marketing in 2025, it’s essential to stay adaptable, innovative, and focused on creating meaningful connections with audiences.”
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