Client
Golden Morn
Industry
FMCG
Services
Marketing
The Challenge
Golden Morn the widely celebrated cereal brand by Nestle Nigeria decided to relaunch their product. The newly rebranded product has more soya, improved pack design and a unique pack across all SKUs.
Our Approach
01. Discover & Audit
Assessed Golden Morn’s relaunch context — a rebranded product with more soya, an improved pack design, and a unique pack across all SKUs — and identified the core mandate: position the cereal as nutritious and delicious for everyone, not only children, communicated organically on Instagram.
02. Strategy & Planning
Structured the campaign into three distinct phases — Launch Event, Sustenance, and Final Lap — with each phase dictating the size and niche of influencer required, and developed a content direction guide to align messaging while preserving creative freedom for authenticity.
03. Execution & Optimization
Activated influencers in tiered waves: Lifestyle, Personal Care, and Food Critic voices (Sisi Yemmie, Ify Okoye, Opeyemi Famakin) for the launch event; Chefs, Health & Nutrition, and Fitness influencers (Chinonso Arubayi, Chef Halimaz, The Adetoun, Charmeefit, Demmy’s Banquet, Official Makepeace, Nicole Chikwe) for sustenance; and C and D class celebrities (Bammybestowed “BamBam”, StyleConnoisseur) for the final lap, each contributing original content within the shared direction guide.
04. Measure & Audit
Tracked impressions, video views, likes, comments, and saves across Instagram to gauge organic reach and audience resonance throughout the campaign.
The Solution
We executed a fully organic influencer marketing campaign on Instagram, positioning the newly rebranded Golden Morn — with more soya, an improved pack design, and a unique pack across all SKUs — as a nutritious and delicious cereal for everyone, not just children. Rather than a single blanket push, the campaign was structured across three distinct phases, each matched to a specific tier and niche of influencer to maximize authenticity and reach at every stage.
Tiered Influencer Activation (Launch, Sustenance, Final Lap)
Content Direction Guide with Creative Freedom for Originality
Audience Segmentation Across Lifestyle, Nutrition, and Mass-Reach Influencers
Driving Measurable Impact
Our tiered influencer strategy, paired with authentic, creator-led content, drove strong organic engagement for the Golden Morn relaunch across Instagram.
“Growth Agency didn’t just deliver a report; they delivered growth. Their understanding of the African digital landscape is unparalleled.”
Segun Akintola
Chief Marketing Officer, Airtel Africa
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