Project Summary
Miniso Nigeria · Folorunso Alakija · Famfa Oil Limited
The Brief
Rebuilt social strategy across three brands with almost nothing in common, a retail lifestyle brand, a Nigerian upstream energy company, and the personal platform of one of Africa's most prominent business leaders, each requiring a completely different playbook.
Miniso Nigeria
When I stepped in, Miniso Nigeria's digital presence was functional but uninspiring. The accounts read like a standard product catalogue: the imagery lacked aesthetic appeal, the content was limited to store openings, product images, and discount announcements, and there was no consistent brand voice or visual identity.
The core problem was one of positioning. Miniso globally is not just a retail store, it's a lifestyle brand. But the Nigerian social media presence wasn't communicating that. It was a store that just sold things.
The Strategy
I started by thoroughly examining Meta Audience Insights to determine the online target audience, identifying our core demographic (urban, value-conscious, highly responsive to aesthetics, trend-driven Gen Z and Millennials (15–44)). This data informed my content strategy.
The repositioning strategy had four pillars:
1. Humanising the Brand: I shifted the content focus from products to people, featuring store staff, customers, and real Miniso shopping moments. The "Faces of Miniso" content series built trust by putting real human faces to a global brand, making it feel authentic, warm, and accessible rather than corporate and distant.
2. The UGC Engine: When I audited the account, I discovered something immediately actionable, customers were already tagging Miniso Nigeria organically in their posts. The content existed. Nobody was using it. The previous approach had left a goldmine of authentic social proof completely untapped.
I built a systematic UGC strategy around what was already happening, actively monitoring tags, reposting the best customer content, and creating a visible feedback loop that showed followers their posts would be featured. This validated the behaviour, encouraged more of it, and created a self-sustaining organic growth engine that cost nothing in media spend. The comment section transformed from passive scrolling into active customer enquiries about item availability and store locations. This was a measurable shift from audience to sales funnel.
3. Localised Copywriting: I closed the gap between a global brand and a Nigerian audience by developing a distinct local brand voice, integrating Nigerian slang, cultural references, and uplifting motivational captions that made Miniso Nigeria feel like it genuinely belonged in the Lagos market rather than being imported from a template.
The Result
In three months:
Scaled IG community from 14.3K to 20.1K (+40% growth) and the Facebook community from 10K to 24K (+140% growth).
Transformed the comment section into a sales funnel, with a significant increase in "item availability" and "store location" inquiries.
Folorunso Alakija
The Brief
Folorunso Alakija is one of Africa's most prominent female business leaders, a billionaire entrepreneur, philanthropist, oil mogul, and author. Managing her digital persona required something far beyond standard social media management.
The Problem
The challenge was precision and cohesion. Her life operates across multiple high-profile dimensions: business, spirituality, philanthropy, and public speaking. The existing digital presence wasn't reflecting the full depth of that legacy. The goal was to unify her spiritual insights, corporate achievements, and philanthropic efforts into one cohesive global brand narrative that resonated with international stakeholders, NGO leaders, media, and aspiring entrepreneurs simultaneously.
The Strategy
1. Content Pillar Optimisation: To ensure her audience received a balanced and complete view of her multifaceted legacy, I restructured her content around three strategic pillars: Wisdom for Business, Spiritual Growth and Philanthropic Impact.
This three-pillar framework ensured that no matter what was posted, it served a deliberate brand purpose and contributed to a unified narrative rather than random content moments.
2. Video-First Strategy: I prioritised video to humanise the brand without compromising its prestige. By blending "A Day in the Life" style vlogs with curated Reels from her past speaking engagements and preaching events, I gave her audience direct access to her voice, her wisdom, and her mentorship, making one of Africa's most powerful women feel genuinely accessible to her followers.
3. Corporate Synergy: I leveraged her monumental business milestones and sister company events, including the Centre Point Lagos Grand Opening and the Flourish Africa ₦1 Billion Fund, as brand content moments. Rather than letting these events exist only in press coverage, I brought them into the social media narrative to continuously reinforce her standing as a titan of African industry and philanthropy.
4. Book Spotlight: I created dedicated content spotlighting her publications, combining insightful excerpts with strategic calls-to-action driving book sales. This turned her existing intellectual property into an active audience growth and revenue tool.
5. Multi-Platform Expansion: I launched a podcast, "The Rose of Sharon Podcast" and integrated it fully into the social media strategy, ensuring her preaching, mentorship, and wisdom reached a global digital audience beyond Instagram. This extended her brand into an entirely new content channel and audience segment.
The Result:
I successfully scaled the Instagram community from 158,000 to 251,000 followers, a gain of 93,000 followers.
Attracted a global audience of stakeholders, including international media, NGO leaders, and aspiring entrepreneurs.
Video-first strategy drove significant engagement, with average Reels engagement reaching 36,621 video views, 5,454+ likes and 282+ comments.
Transitioned the page into a primary source for executive mentorship in Africa.
Famfa Oil Limited
The Brief
Famfa Oil Limited is one of Nigeria's most prominent indigenous oil and gas companies. Before I came in, their digital presence featured low-fidelity CSR imagery, outbound links to press releases, and reactive content around national holidays, functional, but far below the stature of a leading energy firm.
The mandate was specific and unusually demanding: scale influence and prestige without attracting unnecessary political or regulatory scrutiny.
The Problem
Operating in Nigeria's oil and gas sector means operating under constant public, political, and regulatory attention. The wrong content could attract scrutiny the company didn't need.
Yet the existing digital presence was leaving significant brand equity on the table
The Strategy
1. CSR Narrative Overhaul: I overhauled the visual storytelling for our nationwide AGBAMI CSR initiatives. I replaced low-quality field photos with high-end video content that focused on the tangible impact of our sustainability, health, and education objectives.
2. Strategic Campaign Integration: I developed thematic campaigns around globally recognised milestones: Literacy Day (in partnership with Slum2School) and Africa Oil Week, aligning Famfa Oil with global ESG (Environmental, Social, and Governance) conversations. This positioned the brand as a thoughtful corporate citizen engaging with issues that matter to international investors and partners, not just a Nigerian oil company posting holiday graphics.
3. The Centre Point Transition: To celebrate Famfa Oil's relocation to their new Ikoyi headquarters at Centre Point Lagos, I led a multi-media campaign featuring staff interviews and architectural animations. This served as a collaborative branding moment with DSPDC, the property development arm, simultaneously signalling corporate growth, modernisation, and institutional ambition without resorting to overt self-promotion.
4. Female Engineering Spotlights: For International Women's Day I launched a dedicated series spotlighting Famfa Oil's female engineers and geoscientists, featuring real staff, real stories, and real expertise. This achieved three things simultaneously: employee advocacy, gender diversity signalling, and proof of the company's commitment to developing Nigerian STEM talent.
5. Educational Authority: Using real life photography of AGBAMI engineers on location, I created a "Did You Know" Knowledge Series featuring industry trends, safety tips, and technical facts. This turned the Famfa Oil page into a valuable educational resource for energy professionals.
The Results
Successfully scaled the LinkedIn community from 37k to 73k (97.3%+ growth).
Repositioned Famfa Oil from a reactive holiday-content account to a recognised voice in Nigerian energy, ESG storytelling, and workforce development
Established the page as a credible resource for energy professionals through the Knowledge Series.