Digital Consumer Engagement & Brand Visibility Architecture

NN Fems Q2 Digital Consumer Engagement & Brand Visibility Campaign | 17.6M Twitter Impressions & 15M Display Reach for Apple and Ozone Cosmetics — Multi-platform influencer and performance marketing strategy driving brand awareness and engagement across Nigeria and West Africa

Sector: Consumer Goods / Personal Care
Campaign Focus: Brand Awareness & Engagement for Apple and Ozone Cosmetics
Channels: Facebook, Twitter, Instagram, YouTube, Google Display Network, Nairaland, LinkedIn

Institutional Context

NN Fems Ltd, a leading cosmetics company, engaged TRW CONSULT to bolster the digital presence of its flagship brands — Apple and Ozone Cosmetics — across multiple digital channels. The goal was to transition from brand awareness to brand affinity, building deeper connections with Nigerian and West African consumers.

The digital strategy focused on visibility expansion, influencer engagement, and targeted brand communication for both established and emerging product lines, ensuring the brands resonated at a personal level with key consumer demographics.

Strategic Challenge

The campaign aimed to:

• Amplify the visibility of Apple and Ozone Cosmetics across key markets in Nigeria and West Africa

• Establish brand consistency while engaging target demographics (primarily young women 18-34)

• Maximize engagement on high-traffic platforms such as Facebook, Instagram, and Twitter

• Drive actionable brand interactions through organic reach, paid media, and influencer collaborations

The campaign also aimed to address the challenge of low conversion from engagement by creating engagement-based content that spoke directly to the target audience’s lifestyle and beauty aspirations.

Our Approach

TRW CONSULT implemented a multi-layered digital engagement strategy focused on driving quality impressions and measurable engagement across the campaign window. This included:

1. Influencer-Led Twitter Campaigns
TRW CONSULT engaged 20 influencers to promote both #FaceofApple and #FaceofOzone campaigns, generating 17.6 million impressions across Twitter alone. These efforts were bolstered by 2,419 campaign tweets and active conversations that placed Apple and Ozone at the center of the beauty dialogue.

2. Social Media Engagement on Facebook & Instagram

• Facebook: 231 posts led to 177,700 impressions and 16,371 engagements. The platform saw strong engagement with Apple and Ozone’s target demographic, age 18-24.

• Instagram: 187 posts across both brands generated significant organic engagement, with Apple Cosmetics seeing 564 posts and 1,322 likes, while Ozone Cosmetics had 450 posts and 1,462 likes. This effort strengthened emotional connections to the products and amplified the brands’ digital presence.

3. YouTube Campaigns & Google Display Network
The audiovisual content ran on YouTube and Google Display Network, targeting users with relevant beauty and fashion content. This contributed to 15 million impressions and generated 18,746 clicks across 4 major product lines, including YouTube ads with over 28,000 views.

4. Nairaland & LinkedIn
Nairaland, a highly popular Nigerian online forum, saw 8.6 million impressions through 11 adverts, with highly targeted engagement across beauty and consumer product discussion boards. Meanwhile, LinkedIn campaigns targeted professional segments, driving additional visibility among industry stakeholders.

Institutional Impact

By the end of the campaign:

• 17.6 million impressions were achieved on Twitter with a 24% engagement rate.

• Over 2 million clicks were generated across Google Display Network and social media platforms.

• Brand growth on Facebook, Instagram, and Twitter elevated Apple and Ozone into top-of-mind awareness within the competitive beauty segment.

• YouTube views and Nairaland interactions reinforced the credibility and appeal of NN Fems’ products.

Why This Case Matters

This campaign exemplifies institutional-level digital engagement by taking a consumer brand and scaling its digital presence to drive measurable awareness and engagement. It went beyond typical advertising by ensuring consistent brand positioning across key digital touchpoints.

For U.S. institutional applications, this model applies to:

• Public-private partnerships aiming for digital engagement

• Governmental campaigns looking to connect with millennial or Gen Z audiences through influencer-led strategies

• Corporate social responsibility initiatives that aim for long-term, measurable engagement

Transferable Capability

TRW CONSULT demonstrated strategic digital engagement with the ability to:

• Curate high-volume, high-quality content across multiple platforms

• Strategically activate influencers to multiply digital authority

• Ensure brand consistency and consumer trust in a competitive marketplace

• Drive engagement while maintaining institutional credibility

This framework can be adapted for:

• National campaigns

• Regional product launches

• Community and social cause advocacy