Positioning the NFW brand as Nigeria's premier fintech gathering
Year
2022
Metrics
- 5000+ event attendees
- 32% increase in strategic partnerships
Client
Nigeria Fintech Week
Result
- Category leader positioning
- Multi-stakeholder participation
Nigeria needed a conference where regulators, investors, startups, financial institutions, and global tech companies came together to shape the future of financial services on the continent.
And Nigeria Fintech Week rose to meet that need
The challenge was to position the NFW brand appealingly to very different audiences simultaneously.
For startups, it had to represent opportunity.
For investors, it had to represent deal flow.
For regulators, it had to represent meaningful industry dialogue.
For companies like Mastercard, Flutterwave, and Meta, it had to represent industry leadership and a platform worthy of their participation.
The goal was to create a messaging narrative compelling enough that the ecosystem wanted to be part of it.
Our strategy was to treat Nigeria FinTech Week as a brand to position, not another conference to promote.
Every campaign was built around reinforcing one central message:
This is where Africa’s fintech ecosystem comes together.
The strategy rolled messaging, content, partnerships, and multichannel promotion into a single, powerful, coordinated campaign.
Messaging & Positioning
The first step was rebuilding the event’s messaging.
Instead of promoting speakers and schedules, we positioned the conference around the outcomes attendees cared about: regulatory access, investor engagement, strategic partnerships, ecosystem collaboration, and industry leadership
This messaging became the foundation for communications across sponsors, speakers, attendees, media, and partners.
Content & Media Distribution
We amplified the conference through trusted fintech media publications, ecosystem newsletters, thought leadership content, and industry reports.
Rather than relying solely on promotional announcements, content focused on the conversations shaping African fintech, positioning the conference as the place where those conversations would continue.
Ecosystem Engagement
Alongside attendee acquisition, we worked closely with sponsors, ecosystem partners, speakers, regulators, and fintech companies to ensure the conference reflected the breadth of Africa’s fintech landscape.
This collaborative approach strengthened the event’s credibility while expanding its reach across the industry.
Registrations
66.7% increase YoY
Strategic Partnerships
32% increase YoY
Attendees
5000+
Brand Positioning
Measuring What Mattered
We evaluated the campaign based on whether it strengthened the event’s position within the fintech ecosystem.
Key indicators included:
- Event registrations and attendance
- Sponsor acquisition and partner growth
- Engagement across marketing channels
- Ecosystem participation
- Executive and stakeholder visibility
- Brand perception within the African fintech industry
The objective was to build an event that influential organizations wanted to participate in year after year.
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