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  Marketing ads are opportunities for brands to tell the world about their brand stories, values, and uniqueness. This has been the secret of leading brands across the globe. Unfortunately, many Nigerian brands often engage in ads content that do not convey messages that inspire customer purchase.
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Content is king, which is why brands must understand and convey ads that have deep and unique content that can make a deep impact in the minds of customers. In this article, I use three examples of mind-blowing ads content from leading brands across the world to inform how brands in Nigeria can win with content ads.
  • Communicate Uniqueness – Apple Inc.

The famous 2015 slogan of Apple Inc., “If it’s not an iPhone it’s not an iPhone” sends a lot a message to the world. It communicates the uniqueness and the incomparability of its product. This brand was founded by Steve Jobs in the late 90s. Apple has come a long way in becoming one of the most innovative and extremely creative companies when it comes to the content ad. It has always displayed some form of braggadocios and audaciousness when it comes to campaign in an industry that is stiffed with the competition. Therefore, Nigerian brands must display their uniqueness in their campaign, content and marketing.
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  • Communicate Human Touch – Coca Cola

In 2011, Coca-Cola began the campaign “Share a coke” which was labelled on the side of its bottles. The phrase replaced “Coca-Cola” from one side of a bottle with the phrase “Share a Coke with” followed by a person’s name e.g., friend, wifey, sister, buddy, etc. The goal of the campaign was to bring friends and families together through the sharing of Coca-Cola drinks. Individuals were inspired to go out and find a bottle with a particular name on it, and then share it with their friends. The lesson for Nigerian brands in this campaign is to put the customers’ happiness and the things they value first in their content creation. By creating a content ad that inspires value, brands can get ahead, inspiring customer purchases in the long run.
  • Evoke Drive – Nike

Nike came out with its “Just Do It” campaign in 2019 in order to inspire individuals and sportsmen. Nobody enjoys love and admiration more than the one who encourages others to achieve their dreams. In fact, Nike designed its sportswear for the purpose of helping its customers to achieve peak performance. When brands tell stories (content, ads, campaigns, etc.) of how they want to help their users achieve their dreams and aspirations through their products, it goes a very long way in inspiring customer purchases.
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Concluding Remarks

Having a brand whose content evokes diverse emotions that provokes customer purchase should be at the core of brand marketing and content creation. If ads can’t provoke emotions, you’re your brand marketing strategy has failed. These days, brand stories matter, especially those types that is transmitted through storytelling. In this article, I show samples of brands that provoked the emotions of their audience, which led to massive sales. Hence, Nigerian brands must adapt and modify their ads and marketing content to increase their sales. Featured Image Source: Marketing Tutor
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This article was first published on 5th December 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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