Nike
Lagos, Nigeria
Type: Photography, Social Media Amplification, Videography, Watch party
The African Cup of Nations (AFCON) is a continental football tournament in Africa that is held every 2 years. AFCON 2023 was held from January 13 to February 11, 2024, and for Nike (through Hudson Nigeria), it was a great opportunity to leverage the heightened interest and attention on the tournament to drive awareness for the brand, increase engagement and the sales of the Nigeria Nike Jersey.
Hudson Nigeria teamed up with Pulse Nigeria to develop and implement a marketing campaign to take advantage of the AFCON.
To engage the audience deeply and bring things to life, we hosted watch parties at the Nike store in Lagos, Nigeria, with selected influencers/creators. Pulse covered photography and videography, releasing highlights of each game from the Nike store and amplifying these videos across our huge social channels.
The watch party videos were a hit among Nigerian football fans, as they helped them to connect deeply to both their love for the game and the beloved Nike brand.
The campaign continued until the tournament’s finals, thanks to a superb showing by the Nigerian football team, keeping our audiences dialed in and connected.
At the end of the campaign, we recorded strong reach and engagement metrics:
Reach - 2.32M+
Impressions - 1.69M+
Engagement - 207K+
Views - 1M+
Not only did the AFCON campaign perform above client expectations, it has also delivered other great results. The client sold out of all the Nigeria Football team jerseys and related items at the store. It also served to deepen the connection between die-hard Nigerian football fans and the Nike brand, a connection that will prove valuable in future interactions.
Pulse is the leading brand partner for media and marketing projects in Africa. To start a conversation, contact us.
