How Nigerian brands harness regional nuances to engage audiences
By Seun Johnson
With over 250 ethnic groups who co-exist with different languages traditions and preferences, a single approach to marketing no longer work for brands.
For brands to be successful, there is a need to recognise the importance of tailoring their strategies in a way that will resonate with regional and cultural nuances and create authentic connections with their audiences.
Being a country that is geographically distinct and culturally vibrant, every region in Nigeria offers special opportunities for brands to connect with their target audience.
From the bustling streets of Lagos to the serene villages of northern Nigeria, consumer behavior varies and cultural values play a significant role in shaping their purchasing decisions. Brands that take time to understand and reflect these values are often rewarded with customer loyalty.
For instance, during Eid celebrations in northern Nigeria, brands like Indomie and Peak Milk usually launch ads that align with Islamic values and offer special promotions and family-focused messaging.
Seasoning brands such as Maggi have also created campaigns around Nigeria’s rich culinary culture, using regional recipes to showcase their products’ versatility. Aligning their messages with local practices and traditions enable brands to demonstrate respect for their audience’s way of life.
In 2024, Grand Oak Limited, producer of Isiagu Cafe Liquer launched a campaign titled “ILO-ULO” (Homecoming), with a view to celebrating the culture and heritage of the Eastern Nigerians. The campaign encapsulates the spirit of unity, resilience and tenacity that define the Igbo people.
The brand which was specifically launched for the Eastern market leveraged the opportunity of the festive season to provide support for the residents of the region who traveled to their various states to celebrate with their families.
In the same year, MTN launched ‘See Naija’ Campaign to change perceptions of Nigeria and Nigerians, and attract tourists to boost the economy.
The campaign which was a huge success in the country invited participants to create and upload videos of Nigeria’s culture and heritage to the MTN See Naija website.
The multinational brand leveraged this strategy to connect with the audience by telling the true story of Nigeria and its people in a positive light, inspiring others to discover, see, and love Nigeria and also showcase the country’s diverse culture, landscapes and history.
In 2015, the Coca-cola ‘share a coke’ campaign was launched to connect deeply with the younger audience and inspire moment of happiness among them. The campaign offered the brand the opportunity to replace its iconic logo with popular Nigerian names on all its packaging —the returnable glass bottle, cans and PET bottles.
Meanwhile, the advent of digital platforms have made it easier for brands to implement regionally tailored campaigns. Social media, for instance, allows for geo-targeted ads which enables brands to reach specific demographics with personalized content.
For a competitive and diverse market like Nigeria, leveraging regional and cultural nuances is not an option but a key driver of success. Any brand who understands the intricacies of their audience and reflect these insights in their campaigns will be better positioned to build lasting relationships.
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