In Nigeria, especially in Lagos, success isn’t about how loud you are. It’s about how relevant you are. Brands spend millions crafting perfect marketing campaigns, only to get ignored in the trenches of Twitter or mocked in WhatsApp groups. Here’s why.
Marketing plans often look great in boardrooms. But when they meet the streets of Lagos, where trends are unpredictable, humour is currency, and attention spans are short, most plans collapse under the weight of cultural disconnect.
A Lagos Strategy means understanding:
- Speed: Trends in Lagos move faster than your approval cycle. If your strategy can’t flex, you’ll miss the moment.
- Language: No, we don’t mean Yoruba or pidgin (though those help). We mean cultural fluency, the ability to speak in memes, slangs, and unspoken rules.
- Timing: Dropping a campaign during ASUU strike or fuel scarcity? Be ready for backlash.
- Trust: Lagosians don’t trust ads. They trust influence, vibes, and community endorsement.
What To Do Instead:
Work with cultural strategists (hi 👋🏾) who live and breathe the culture. We translate your objectives into formats and expressions that your audience wants to interact with.
