Advertising best practice, evidence and insights

Case Study • SABRE Awards, Africa & EMEA, Superior Achievement in Brand-Building, Diamond, 2019

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

F5: Cloud Africa

Case Study • SABRE Awards, Africa, Business-To-Business Marketing, Gold, 2019

F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

Pepsi: Hijacking the World Cup with the Nigerian 'Naija' spirit

Case Study • Adeola Kayode, WARC Awards, Entrant, Effective Content Strategy, 2019

Soft drinks brand Pepsi used an integrated multimedia strategy to appeal to fan pride and maintain profile in Nigeria during the 2018 FIFA World Cup.

Heineken Credential: Chairman in 192 Countries

Case Study • Adeola Kayode, WARC Awards, Silver, Effective Social Strategy, 2019

Nigerian Breweries developed a ground-breaking campaign to attract consumer attention and drive volume sales of its Heineken brand in the cluttered World Cup period.

How to market effectively to Nigerian consumers

Article • Katrin Roscher, WARC Best Practice, February 2019

Looks at how to market to Nigeria's large, complex and highly diverse population of 191 million.

Transformation through Immersion: Bringing the reality of consumers living in rapidly growing cities into GlaxoSmithKline

Research Paper • Mark Manning and Nick Leon, ESOMAR, Congress, 2018

The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.

Heineken: There is More Behind the Star

Case Study • SABRE Awards, Gold, Food And Beverage, Africa, 2018

Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

Lipton: Don't Just Think; Do

Case Study • SABRE Awards, Gold, Superior Achievement In Brand-Building, Africa, 2018

Lipton, a tea brand, launched its Doing Good campaign in Nigeria to leverage Ramadan and connect with both Christian and Muslim consumers across Nigeria with a message of love.

Jameson Irish Whiskey: Jameson Connects

Case Study • SABRE Awards, Gold, Western Africa, Africa, 2018

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Nigerdock: Free Trade Zone regulatory issue

Case Study • SABRE Awards, Gold, Public Sector/Government, Africa, 2018

Nigerdock, a Nigerian energy services company, developed a multimedia campaign to prevent a bill that sought to regulate Nigeria's free trade zone from passing.

How drones and virtual reality offer an alternative view of Lagos life

Article • Nick Leon, Market Research Society, Impact, January 2018

To understand people's daily lives in Lagos, Nigeria, Naked Eye used drones and virtual reality to give its pharmaceutical client a unique perspective on its research.

Internet gains ground in Nigeria

News • 02 October 2017

LAGOS: TV and radio continue to dominate the media landscape in Nigeria, although the internet is gaining ground steadily and in Lagos, at least, penetration is on a par with newspapers.

Facebook: The royal visit

Case Study • SABRE Awards, Gold, Africa, Western Africa, 2017

Facebook, the social networking service, raised public awareness about its role in fostering development in Nigeria's technology sector by arranging Mark Zuckerberg's first visit to Sub-Saharan Africa.

Project Pandora: Oral hygiene and toothpaste consumption in emerging markets

Research Paper • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2016

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

Telecoms sector leads Nigerian adspend

News • 12 July 2016

LAGOS: The telecoms sector is by far the largest spender on advertising in Nigeria, accounting for 17% of total expenditure in 2015 according to a new study.

Velocity 12 Markets: Reshaping the world view of middle-class growth

Article • Research on WARC, Ogilvy and Mather, June 2016

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Guinness: An effectiveness story made of more

Case Study • Effie Worldwide, Finalist, 2016

This case study explores how Guinness, an Irish dry stout owned by Diageo's brewing company, strengthened its position as a global brand through the creation of a global platform.

Pepsi: Longthroat campaign

Case Study • Lola Agbaje, Segun Martins, Sinmisola Hughes and Jones Bassey, WARC Prize for Social Strategy, Silver, 2016

This case study shows how Pepsi, a soft drinks brand, developed a social media campaign centered on Nigerian cultural identity to regain market share.

Shell: Best Day of My Life

Case Study • Case Studies on WARC, 2016

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.

New frontiers in qualitative research: How to practically apply new learning from across the behavioural sciences to enhance and invigorate qualitative research

Research Paper • Rachel Abbott and Tom Morgan, ESOMAR, Qualitative, Paris, November 2015

This paper explores how learning from neuroscience, experimental psychology and behavioural economics can be used to invigorate established qualitative research methods and pioneer new approaches.

How brands can succeed in Africa

News • 13 July 2015

LAGOS/NAIROBI: Africa presents huge opportunities for FMCG companies as long as they learn from the experience of brand pioneers and follow four key rules, a new research paper from McKinsey has advised.

New Emerging Markets: Nigeria, Indonesia, Mexico, The Philippines and Turkey – Executive Briefing

Article • Euromonitor Strategy Briefings, January 2015

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.

Consumer sales may triple in Nigeria

News • 29 July 2014

LAGOS: Consumption in Nigeria could more than triple to almost $1.4 trillion a year by 2030, an increase of about 8% annually, a new report has forecast.

A challenge for geomarketing in developing countries

Research Paper • Nicholas Allo, International Journal of Market Research, Vol. 56, No. 3, 2014, pp. 297-316

Efforts are continually made from within and outside developing countries, to better understand the consumer and customer distribution, for the purpose of devising and delivering a more accurate means to market insight within such regions.