Project Summary
Miniso Nigeria
The Brief
Miniso Nigeria, the Nigerian franchise of the global Japanese-inspired lifestyle brand, needed more than a digital media manager, they needed a brand repositioning. Having established their physical retail presence in Lagos, the next challenge was digital: build an online community that reflected the brand's fun, affordable lifestyle positioning and convert social media followers into in-store customers.
Miniso Nigeria hired me to own the strategy, content, community management, and paid media entirely.
The Problem
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)
Increase Facebook following 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.
Social Media Growth
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 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 Problem
A personal brand at this level carries unique risks that a corporate brand doesn't. One wrong content decision and you're misrepresenting a billionaire's legacy to a global audience. The specific challenges were:
Her multifaceted identity as a businesswoman, Christian leader, philanthropist, and author wasn't coming through as one cohesive story
Despite having powerful speaking moments, preaching clips, and event appearances, the account wasn't leveraging video to humanise and connect
Major milestone moments across her business interests and sister companies weren't being used to reinforce her stature
Her reach and influence were largely contained to Instagram with no podcast or cross-platform strategy in place
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:
Within a 12-month management period:
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, individual Reels reaching 5,454+ likes and 282+ comments
Book spotlight content generated 36,621 video views on a single post, driving measurable book sales.
Transitioned the page into a primary source for executive mentorship in Africa
Successfully launched The Rose of Sharon Podcast as a new brand extension channel
Famfa Oil Limited
The Brief
Famfa Oil Limited is one of Nigeria's most prominent indigenous oil and gas companies. Before my tenure, 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:
Content felt corporate and cold: press release reposts and holiday graphics communicated nothing about the people, values, or impact behind the brand
No ESG narrative: in a global business environment where Environmental, Social, and Governance standards increasingly determine a company's reputation with international partners and investors, Famfa Oil had no visible ESG story online
Workforce was invisible: a company built on the expertise of Nigerian engineers and geoscientists wasn't showcasing that talent at all
CSR existed but wasn't being told: significant community investment through the AGBAMI Project was happening on the ground but wasn't translating into brand equity digitally
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 72k (94.59% growth).
Achieved a premium digital presence that satisfied management's requirement for low-profile but high-prestige visibility
Successfully 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
Managed all content creation, community engagement, and performance monitoring throughout