November 20, 2017

Happy Easter from Nigerian brands on Twitter, nothing from Public Sector, so far…

Benjamin DadaApr 17, 20175min

Happy Easter, from mine to yours. So, it’s a cosy day on Twitter and Famuyide Olawale was generous enough to share with us some of the Easter Designs Made by Nigerian Brands. Do click on the tweet to see some of the creatives churned out by these brands.

For this post, I decided to arrange them into industries and tried to identify some trends. Here are the industries in Alphabetical order.

Classification by Industry

Automobile – Peugeot

Banking (13) – GTB, First Bank, Diamond, Fidelity, Zenith, Wema, Heritage, Access, Stanbic, Union, UBA, FCMB, Skye, Sterling

Beauty Industry (2) – House of Tara, Zaron

Beverage (2) – Guinness Nigeria, Maltina

Consumer Electronics (1) – Tecno

Digital Printing (1) – Printivo

E-commerce (3) – Konga, Slot Ltd, Payporte, NextCashAndCarry

Telecommunications (5) – Etisalat, MTN, Airtel, Galaxy Backbone, Spectranet

FastFood (1) – Chicken Republic

Financial Services (3) – Leadway Pensure, Verve, Paga, RenMoney, Cornerstone

FMCG (4) – Omo Detergent, Peak Milk, Knorr, Maggi

Retail (1) – Spar

Pay Television (1) – DSTV


What you’ll quickly observe is that the Banking industry is being well-represented. This could be potentially due to the fierce competition in that space. If you recall, around the time of the KeepTheChangeBruh saga, lots of banks were quick to get in on it as well. Also, one can argue that the banking industry in Nigeria is quite old, hence, potentially more players which contribute to the competition and accounts for the sheer difference in the number of participants across other industries. Furthermore, we can say that their services are more far-reaching and less-exclusive compared to Pay TV, which caters for more of the middle and upper class than lower.

The Telcos come up second after the banking industry and this time it is representative of the Sim Card Providers as well as the ISPs.

Is anyone surprised that we are yet to receive an Easter message from a Governmental Agency (*runs to check the officialEFCC timeline*), I was right, none so far? Why though? Is it against the constitution to felicitate with the citizens? Or we are just more laid back when it comes to handling public offices. As many of you found above the greetings came from the Private Sector. Hopefully, the highly-praised @officialEFCC account will break this yoke for Christmas and wish us a Merry Christmas, likewise for Islamic Celebrations.

As Famuyide noted, some other brands missed out on this ‘opportunity’ so to speak. Such as Ecobank, Shoprite, Samsung, Cadbury etc.

So, what impact will this have on the loyalty of their customers? Unknown. It is unknown simply because we don’t have access to the stats and historical data to back up claims of brand loyalty to an improvement of company’s bottom-line.

Key takeaway and recommendation: Although it was a public holiday, special remuneration structures (such as bonuses ) could be enacted for Social Media Managers in order to motivate them to work on weekends/public holidays. I believe if they are being paid handsomely, they are most likely to go above their job description (JD) to come up with very good representations for their respective companies.

As an aside, Verve’s design and that of Etisalat’s were highly regarded by other Twitter users who commented on the thread (I particularly like Verve’s design…highly representative and ingenuine).

Enjoy the rest of your week!





Benjamin Dada

MSc Candidate at Lancaster University Management School. Xoogler.
DISCLAIMER: All opinions posted by me here are solely mine and not that of my previous or present employers.

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