Digital Compliance Campaign for a National Tax Authority

Federal Inland Revenue Service (FIRS) Tax Compliance Digital Compliance & Engagement Campaign | TRW Consult Public-Sector Strategy — Multi-platform awareness and trust-building campaign generating 23.6M+ Twitter impressions for Nigeria’s national revenue authority

Institutional Context
TRW CONSULT was engaged by the Federal Inland Revenue Service (FIRS) to support its tax compliance campaign. The goal was to shift the narrative and increase citizen awareness about tax responsibilities, encouraging voluntary compliance and enhancing trust in the Nigerian tax system.

As part of an ongoing strategy to modernize Nigeria’s tax collection infrastructure, the FIRS sought a sophisticated digital campaign to reinforce its message of transparency, efficiency, and national development. The campaign targeted professionals, SMEs, and individuals, aiming to increase online engagement with tax-related content across multiple platforms.

Strategic Challenge
Public sector institutions face unique challenges when positioning tax compliance messages:

• Low digital engagement from citizens toward tax-related content

• Political sensitivity regarding government initiatives

• Distrust of public authorities’ handling of citizen funds

• A need for structured, ongoing education about tax systems and their benefits

The core challenge was moving beyond traditional media and generating sustained online conversations about tax responsibility, while ensuring the narrative remained aligned with institutional credibility.

Our Approach

TRW CONSULT designed and executed a multi-platform digital engagement strategy that centered around the #FIRS_Tweets hashtag, spreading messages across Twitter, Facebook, and Google Display Networks. The strategy was focused on driving awareness, visibility, and active engagement on digital platforms, particularly:

• Twitter: Amplifying the #FIRS_Tweets hashtag, leveraging influencers and citizens’ networks

• Facebook: Paid and organic reach to drive conversations about tax benefits and responsibilities

• Google Ads: Display ads across relevant online publications

Within the campaign window:

• 404 tweets generated 23,690,265 impressions on Twitter

• 12,175 Facebook page followers and 254,274 reach from targeted ads

• 191,537 impressions on high-traffic websites, including Punch NG and This Day Live, with 624 clicks.

• Diverse content was shared across platforms, including educational materials and ads designed to demystify tax payments.

Institutional Impact

The campaign led to:

• Amplified digital visibility for the FIRS across diverse audiences, improving the public’s understanding of the tax system

• Increased engagement on social media channels, fostering an environment for interactive dialogues on tax responsibility

• A significant uptick in awareness about the FIRS’s modernization efforts, including tax reforms and e-payment initiatives

In addition, the campaign’s Twitter activity achieved over 23.6 million impressions and contributed to the broad visibility of tax-related conversations in Nigeria.

Why This Matters

This campaign was not just a visibility push; it was about institutionalizing trust, improving tax culture, and demonstrating responsible governance at scale.

The digital approach highlighted FIRS’s strategic role in improving national revenue systems, giving citizens the tools, confidence, and systems necessary for compliance.

Transferable Capability

This engagement underscores TRW CONSULT’s expertise in managing large-scale, multi-platform public sector campaigns. Our team:

• Strategically aligned the digital narrative with institutional goals

• Managed influencer and citizen engagement to amplify key messages

• Ensured measurable outcomes that proved the campaign’s effectiveness in driving civic engagement

This capability directly translates to any organization or government institution looking to build credibility, trust, and positive digital engagement through strategic communications.

Strategic Evaluation

This case demonstrates TRW CONSULT’s ability to implement large-scale public sector campaigns that not only drive visibility but create lasting engagement and educational impact. Our work ensured that public messaging was coherent, efficient, and aligned with institutional authority, all while maintaining the public’s trust.