In Nigeria’s ever-evolving online market, capturing attention is no small feat—especially for emerging businesses. But one local beauty brand defied the odds with a smart influencer marketing campaign that didn’t just gain followers—it tripled their sales in just two months.
Here’s how they did it and what other Nigerian startups can learn from their approach.
Meet the Brand
GlowMist Naturals is a Lagos-based skincare brand that produces organic, affordable products for melanin-rich skin. Before the campaign, the brand struggled with low visibility and limited customer engagement, despite offering quality products.
The Goal
The brand had three major objectives:
- Build brand awareness among Gen Z and millennial Nigerians.
- Drive traffic to their Instagram and website.
- Convert engagements into actual sales within a 60-day window.
The Strategy: Micro-Influencers with Niche Power
Instead of splurging on a single celebrity influencer, GlowMist partnered with 15 micro-influencers with 5,000 to 25,000 followers. These influencers were chosen for:
- High engagement rates
- Authentic content style
- Audience alignment with GlowMist’s target market (young women interested in skincare and wellness)
Each influencer received a PR package with customized instructions to show their genuine experience using the product. They posted unboxing videos, skincare routines, testimonials, and giveaway challenges.
Platform Focus
The campaign was executed primarily on:
- Instagram Reels & Stories
- TikTok “Get Ready With Me” videos
- Twitter threads with before-and-after images
This multi-platform approach amplified reach without overwhelming any single channel.
The Results
Within 8 weeks, GlowMist saw the following:
- 3x increase in online orders
- 4,500 new Instagram followers
- 30,000+ website visits (up from 7,800 before the campaign)
- 8 influencer-generated reels went viral (100k+ views each)
Even more impressive, 70% of first-time buyers became repeat customers, showing the campaign’s long-term value.
Key Takeaways for Nigerian Startups
- Start Small, Scale Smart: Micro-influencers offer better ROI for budget-conscious brands.
- Prioritize Authenticity: Audiences respond to real, unfiltered experiences.
- Multi-Platform Presence Matters: Don’t rely solely on Instagram—TikTok and Twitter also drive strong conversions.
- Track Everything: Use discount codes, UTM links, and feedback forms to measure results.
