How Dynasty Africa navigated Influencer marketing in Nigeria without a blueprint– Dayo Adedeji

In the influencer marketing panorama in Nigeria, firms searching for broader viewers engagement are more and more turning to celebrities and social media influencers as model advocates. This new trade, nonetheless discovering its footing, typically sees influencers creatively weaving promotional content material into their common posts to lift consciousness for the manufacturers they accomplice with.
In the wake of this development, Dynasty Africa has emerged as a pioneer company taking part in a pivotal position in shaping and professionalising influencer marketing practices in the nation.
As Dynasty Africa celebrated its third anniversary, CEO Dayo Adedeji sat down with Anthony Udugba of BusinessDay Media to debate the corporate’s journey, highlighting the challenges of being a pioneer enterprise in an trade with no set blueprint. However, by means of innovation, strategic partnerships, and a deep understanding of the Nigerian market, Dynasty Africa has overcome these challenges and set a benchmark for others to comply with.
Building a Dynasty: What challenges did Dynasty Africa face in its first three years, and the way did you guarantee the corporate’s sustainability?
Dynasty Africa is a pioneer company in the Influencer Marketing trade, and the problem of being a pioneer is that there isn’t any blueprint to comply with. You change into the blueprint as you attempt various things, fail, study, and set the usual. We’ve sustained the corporate by constructing wholesome relationships in the workforce, with our shoppers and our influencers.
Evolving Landscape: How has the influencer marketing panorama in Nigeria modified since Dynasty Africa’s inception? How has your company tailored to those modifications?
A few years in the past, Influencer Marketing wasn’t a factor in Nigeria and Africa at giant. Only a few knew about it and even the few that knew about it didn’t method it as “Influencer Marketing” as a result of there was no system to it. Brands had been randomly reaching out to standard faces to advertise them with no construction, system, or technique.
There had been issues with attaining outcomes each on the consumer half and the influencer half. Dynasty Africa got here in and constructed a system that made the trade recognisable, with the system Dynasty Africa has constructed, each social gathering is happy as a result of we’ve set a strategic course of that advantages each social gathering in phrases of outcomes and different points.

Future Forward: what are your methods for guaranteeing Dynasty Africa’s continued progress and success in the subsequent three years?
We are purpose-driven, we’ll merely maintain constructing on each facet and enhancing on our providers. We need to present the world that Influencer Marketing is essentially the most highly effective technique of marketing and we need to construct an ecosystem round it.
How does Dynasty Africa choose the precise influencers for its shoppers’ campaigns? Can you share some examples of profitable partnerships you’ve fostered?
We are very thorough with regards to campaigns, we now have a thorough course of, and each course of is strategic together with the influencer choice course of. One instance is our first yr of collaboration with inDrive with over 25 Million attain nationwide, hundreds of thousands of engagements, and a excessive proportion of person progress for inDrive. During the collaborations, we additionally delivered one of the crucial viral advert contents in 2023 with one of many influencers, Layi Wasabi who we labored with to realize over 5M views on his video.
The Powerhouse List: Can you title a few of the prime Nigerian influencers you’ve partnered with, and the way have these collaborations impacted campaigns?
Generally, we work with all spectrums of influencers- micro, macro, and mega. However, with regards to prime Influencers, we work with Shank, Taooma, Real Warri Pikin, Layi Wasabi, Rodney, and the likes. As earlier said, we’re strategy-driven, so we strategically work with these prime influencers to influence collaborations, an instance with Layi Wasabi was talked about earlier.
Breaking obstacles: Are there any particular campaigns that stand out as progressive or impactful in your company’s historical past?
Our first yr of collaboration with our worldwide consumer – inDrive as their companions. Our collaboration with certainly one of our fintech startup shoppers in September – November was additionally one for the books with a results of over 250M naira ($300,000 on the time) in income, 16,000 customers, and 250,000 transactions generated for the consumer.

Pioneering Trends: What rising tendencies do you see shaping influencer marketing in Nigeria in the approaching years, and the way is Dynasty Africa getting ready to adapt?
The tendencies in the Influencer Marketing trade will depend upon the tendencies that come up in the Influencing trade, we’ve studied and predicted some tendencies that can come up in the influencing trade among the many influencers and we’re getting ready for them.
What is the company’s method to moral influencer marketing practices in Nigeria as we speak?
Dealing in good religion is all the time the most effective method to any observe in Nigeria, together with Influencer Marketing.

What are a few of the greatest classes you’ve discovered as an entrepreneur navigating the influencer marketing area in Nigeria?
Starting the corporate and spearheading an trade in Nigeria is one thing that was and is greater than me. In the start, we had a lot of rejections on each the consumer’s finish and the influencer’s finish, individuals had been skeptical to come back on board however with time, I learnt that constructing connections and giving worth helped alongside the way in which. Most importantly, I imagine I’ve the most effective workforce in the world, and we wouldn’t have come this far without them.
What recommendation do you could have for different aspiring entrepreneurs seeking to make their mark in the influencer marketing trade?
Find what works for you on the finish of the day. The sky is large enough for everybody and you may solely study by making an attempt, so discover what suits you and comply with it.
Thank you in your time, Dayo. We want Dynasty Africa continued success because it continues to form the way forward for influencer marketing in Nigeria.

https://businessday.ng/bd-weekender/article/how-dynasty-africa-navigated-influencer-marketing-in-nigeria-without-a-blueprint-dayo-adedeji/