GLOBAL CAMPAIGNS
TikTok x Cannes
#TikTokShortFilmCompetition 2022
My Role: As the Africa Lead for the landmark #TikTokShortFilm partnership, I managed the in-app live rollout, hashtag, and content strategy across 7 key markets, bridging the gap between the world's biggest digital platform and its most prestigious film festival.
The Result: A pioneering, first-of-its-kind partnership that delivered a seven-figure revenue stream and established a new, global stage for vertical filmmakers with over 10,000 submissions from Africa alone
TikTok x South African Music Award
#SAMA28 - TikTok Viral Song of the Year 2022
My Role: For TikTok’s landmark partnership with the South African Music Awards, I led the strategy for its most innovative element: the inaugural "Viral Music Award." My role was to translate the partnership into a winning campaign by designing the content and hashtag strategy, shaping voting mechanics, and leading creator workshops.
The Result: A seamless integration that created a new industry standard, driving 84 million views, 69,000 video creations, and a 15% lift in Daily Active Users in South Africa and Nigeria.
TikTok - It Starts On TikTok (Global Music Discovery)
Scaling Local Sound Globally 2021-2022
My Role: As the creator of the proprietary Entertainment User Generated Content (UGC) Creator Stack, I engineered the predictive strategy that identified and amplified emerging sounds, leading the discovery for two of the platform's biggest global hits.
The Result: CKay 'Love Nwantiti': Propelled to over 4 billion TikTok views and the #1 spot on the Billboard U.S. Afrobeats Chart.
'Ameno Amapiano' Remix: Engineered a global phenomenon that crossed 10 billion TikTok views, the first African-origin track to do so.
TikTok x Homecoming
#Homecoming Festival 2022
My Role: I elevated TikTok from a sponsor to a core cultural partner for Homecoming, the critically acclaimed festival by creative powerhouse Metallic Inc. I led the end-to-end strategy, curating artist collaborations and designing on-ground activations that authentically integrated TikTok into the fabric of the event.
The Result: A fusion of music, fashion, and culture that drove a boost in Daily New Users in Sub-Saharan Africa and a uptick in the UK market, earning me internal recognition.
TRACE x ONE
Vote Your Future - 2019
Vote Your Future Campaign Public Service Announcement
My Role: I was entrusted to bridge the worlds of media and advocacy in a landmark partnership between TRACE, a global leader in Afro-urban culture, and ONE.org, the prominent anti-poverty organization. As the sole scriptwriter, storyboard lead, and supervising producer for their #VoteYourFuture campaign, I built the multi-platform framework that mobilized Nigerian youth for the 2019 elections.
The Result: The campaign drove 50 million+ impressions and secured 67,000 petition signatures, culminating in a direct policy response and a Youth Declaration delivered to Nigeria's Vice-President.
TRACE x President Macron
French President’s Visit to the New Afrika Shrine 2018
My Role: As a key PR strategist for President Emmanuel Macron's historic visit to Nigeria (Afrika Shrine), I was responsible for building and managing the master media list for over 100 media outlets across West and Central Africa.
The Result: The broadcast became the #1 programme on TRACE Naija for the month and generated the largest media footprint of the President's entire 2018 Nigeria tour, with 120 million TV impressions.
BBC - National Crisis & Policy Campaigns
Covid-19 Awareness and Police Reform Campaigm
COVID-19 Response: My 360∘ hybrid framework reached 40.6 million Nigerians with trusted health guidance. The framework's success led to its formal adoption by the BBC for global crisis training and by other partner international organisations.
Police Reform Bill (SJRP): I co-ordinated the digital communications strategy for the UK FCDO-funded campaign that demonstrably contributed to the public momentum for the passage of Nigeria's landmark Police Reform Bill.
My Role: As Senior Digital Producer, I engineered the pioneering communication and content frameworks for two of Nigeria's most critical national initiatives.
Mini Documentary on Police Reform