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How Community-Led PR Is Winning Hearts and Redefining Brand Growth

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By Chidinma Nwankwo

Brands today operate in a crowded room where everyone is talking at once. From TikTok videos to
nonstop press releases, brands are jostling for space, and audiences are tuning out. Massmarket
public relations campaigns that aim to reach everyone often end up resonating with no one.
A better approach lies in community-led public relations; the art of shaping campaigns to speak
directly to niche communities bound by shared values, interests, or lifestyles. Unlike mass
campaigns, community-led PR builds long-term loyalty, not just fleeting awareness.
Data supports this shift. Research from Nielsen ROI Report shows that campaigns with precise
targeting produced as much as $2.60 ROI per $1 spent, while poorly targeted campaigns earned
only $0.25 per $1. The report also found that about half of media plans are under-invested, brands
aren’t putting enough into the right channels to maximize returns. Fixing those gaps could improve
ROI by as much as 50 percent.
For PR practitioners, the implication is clear: depth beats breadth. The key is to meet people where
they already belong, whether that is through gyms, WhatsApp groups, or food festivals; it is all
about embedding brands in communities where they are not intruders, but insiders.
Deloitte in it’s 2024 report on personalization strategy for retail reports that 84 percent of
consumers say,” being treated like a person, not a number”, is critical to winning their business.
Some brands are already showing the way.
Tom Tom, the menthol candy brand from Cadbury Nigeria Plc., for instance, runs a Breathe
Academy program in Nigeria where it has an online community for music creatives, giving
aspiring musicians, producers, managers, and creatives the skills and connections they need to
break into the music industry for free. The program comprises expert-led courses in music
production, marketing, management, legal, content creation, and positioning. The creatives also
get rewards, internship opportunities in top flight music labels; It’s not just marketing; it’s
community building, and it has kept Tom Tom relevant with Nigerian creatives.
Maggi also exemplified this community-led approach to public relations at the recently concluded
Bole Festival in Port Harcourt. It embedded itself into one Nigeria’s thriving food culture by
engaging directly with food enthusiasts through influencers, media features, and creator-driven
storytelling. The brand positioned itself not only as a seasoning brand, but as a cultural participant
in the festival’s shared celebration of taste and tradition.
Another brand worthy of note is NANKID Optipro 4, which targets mothers of children aged 0–4
years. One of the brand’s strategies is to engage mothers and lifestyle influencers who naturally
appeal to parenting circles. These mothers share authentic stories and product experiences,
recipes, feeding tips and childcare routines, while showcasing NANKID Optipro 4 as part of their
daily lives. The result has been meaningful engagement with mothers in authentic spaces, driving

awareness, trial, and ultimately conversion; proving that trust built within a community has more
impact than awareness generated through mass impressions.
The approach is not limited to big brands; small businesses can also adopt this strategy. An
example is Cake O’Clock, a bakery in a university community in southwest Nigeria that has
mastered community-led PR with limited resources. Through witty daily WhatsApp and campus-
group broadcasts, it tailors micro-stories for students: Why should a medical student buy cake
today? Why does a finance student deserve one? These hyper-local narratives make cakes a part
of student life, making a case about the product consumption in their daily activities.
These examples underscore why community-led PR is the future. Tom-Tom shows how to connect
with what matters to communities; Maggi demonstrates how to embed into cultural movements;
NANKID Optipro 4 highlights how authenticity and storytelling can drive engagement within
communities, while Cake O’Clock proves that even micro-businesses can win loyalty by tailoring
stories to specific audiences.
For African brands seeking to cut through the noise, the lesson is simple: don’t just chase
everyone’s attention. Earn the devotion of a few, and let their passion carry your story further than
mass campaigns ever could.

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Primate Ayodele Commissions Mosque, Names It After Tinubu’s Mother

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The Leader of INRI Evangelical Spiritual Church, Primate Elijah Ayodele, has commissioned a mosque he built and named it after the mother of President Bola Ahmed Tinubu, Mrs. Abibatu Mogaji.

The commissioning took place during his annual thanksgiving ceremony on Saturday, February 14, 2026, at Oke-Afa, Lagos State.

The event was attended by several dignitaries from the religious, traditional, political, and entertainment sectors, among others.

Among the dignitaries were the Iyaloja-General of Nigeria, Mrs. Folashade Tinubu-Ojo, the first daughter of President Tinubu, who sent several delegates due to her unavoidable absence; the Governor of Taraba State, Dr. Agbu Kefas, represented by his Special Adviser on Islamic Matters; delegates of the Etsu Nupe, HRH Alhaji Yahaya Abubakar; the House of Representatives member representing Oshodi/Isolo Federal Constituency II, Hon. Joe Oke; the Chief Imam of Ikorodu Division, Sheikh Seifudeen Ademoritan Ayinla; the Osolo of Isolo, Oba Isa Abiodun Olakunle; the Chairman of Egbe/Idimu LCDA, Hon. Idris Balogun; the Chairman of Isolo LCDA, Hon. Adebayo Olasoju; and the Eze Ndigbo of Ejigbo, among others.

Speaking on the mosque commissioning, Primate Ayodele explained that it is simply a house of worship for God and that it was a divine instruction given to him, which he would not dare to go against. The prophet stated that the mosque would be handed over to a Muslim cleric, whom he presented to the audience during the event, making it clear that he has no interest in the operations of the mosque.

“Building this mosque isn’t because I want attention or anything from anyone; it was a divine instruction that I cannot ignore. It’s a place of worship just as we have churches, and I am not afraid of what anyone might say about this. I am only answerable to God, so whatever anyone says doesn’t matter to me as long as God is pleased with me.”

When asked about the reason for naming the mosque after Tinubu’s mother, Primate Ayodele revealed that it was God who gave him that direction and that he had initially wanted to name it after someone else, but God instructed him to change it.

“People see me as someone who hates Tinubu or as an APC critic, and I think that’s why Governor Sanwo-Olu doesn’t respond to our letter of invitation, but it doesn’t matter. I named it not because I want Tinubu to give me an appointment or anything at all. I initially wanted to name it Folawuyo Mosque, but God said no. God chose the name. If anyone likes, they can condemn me; I don’t care. We have done it already.”

While speaking on the mosque building, one of the invited Muslim clerics, who began his speech by singing Christian hymns, appreciated Primate Ayodele for promoting unity through the prayer house he built for Muslims. He quoted Proverbs 3:3 while commending the prophet for his decision.

“This is a sign that we are one, and we will always reciprocate. Our father loves Primate so much, and we thank God for what he has done. There is a difference between religion and character. With this act, Primate Ayodele has shown that we are one, as stated in Proverbs 3:3.”

Likewise, the Chief Imam of Ikorodu Division, through his representative, preached on the need to fear God. He affirmed that God has indeed sent Primate Ayodele as a true prophet, comparing him to Prophet Elias in the Holy Quran.

“There is no one who does not know God, and that is why we should all fear Him. Primate Ayodele Elijah has been sent by God, and that is why he is able to do this. His name, Elijah, has significance in the Holy Quran, and everything he is doing aligns with the character in the Quran. We also want to urge everyone not to fight because of religion; we need unity across the board.”

Continuing, the Etsu Nupe prayed for Primate Ayodele and called on other clerics to emulate the good works the prophet is doing.

“I thank God for our prophet. God will always see you through. We see the good things you do, and God will always be with you. If we have more people like you in the country, we will be much more united.”

Apart from the mosque donation, Primate Ayodele engaged in extensive empowerment programmes, including the donation of about five vehicles, multiple tricycles and minibuses, free WAEC forms, accommodation payments, sewing machines to tailors’ associations, and home appliances such as televisions, refrigerators, and washing machines, among others.

While speaking, the Osolo of Isolo Kingdom applauded Primate Ayodele for his philanthropic works and his decision to sacrifice personal comfort for the sake of humanity. He noted that the prophet is supporting the government by assisting the people.

“I appreciate you for all you have been doing. If we have more pastors like this, the world would be a better place, but most of them just want to buy private jets. I am happy that what you desire is not a private jet. What you have done is more than that. There are many churches in Nigeria, but I have never seen anyone do something like this—selling items at subsidised prices and giving to the people. Unity is very important for our nation, and you have brought everyone together with your own resources. I am so happy to witness this today.”

Furthermore, the Eze Ndigbo praised the man of God for his wisdom and declared that the Igbo community will always support him. He also promised to assist an ailing man, Emmanuel Udoh, who is battling kidney disease and is due for a transplant.

“Thank you, my good daddy, Primate Ayodele. The Lord who gave you this knowledge will take you higher, and I wish you many more years. I have known you for so long, and I declare that every support you need from the Igbo community will be granted.”

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Arik Air: How Primate Ayodele Warned Against Emergency Plane Landing Few Weeks Ago (VIDEO)

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Usually, during prayer sessions at his church programmes, Primate Ayodele always releases prophecies for the country, international organisations, presidents, and sometimes asks his church members to pray about certain issues in the nation.

January 21, 2026, was one of these days when Primate Ayodele was leading a prayer session in his church and shared some prophecies with his members. Among these prophecies, he asked that they pray so that any plane would have an emergency landing in any of the airports in Nigeria.

While an emergency landing due to weather conditions or a bird strike is common in Nigeria, Primate Ayodele specifically said on this very day that it would be a serious emergency landing, which means it would not be about bird strike or weather conditions, it would definitely be serious.

These were his words:

“Let local flights in Nigeria pray against emergency landing that can be serious, that can cause panic.”

Apart from that, in his 2026 prophecies, which were released in December 2025, Primate Ayodele warned the aviation industry to pray against any form of emergency landing.

“Let us pray that no aeroplane will experience emergency landing. I foresee a jet will crash within the Nigerian airspace. I foresee the FAAN will ground some airplanes that are not air worthy. Let us pray for all CEO of Airlines operating in Nigeria for protection.”

Yesterday 11th of February 2026, Nigeria would have been thrown into mourning if not for the mercy of God, who preserved the lives of about 80 passengers on an Arik Air plane which was going to Port-harcourt and had to land in Benin.

There was panic among passengers of an Arik Air flight from Lagos to Port Harcourt on Wednesday morning when the aircraft was diverted after developing an engine issue mid-flight.

The airline confirmed that its Boeing 737-700 aircraft, registered 5N-MJF, operating Flight W3 740, was descending into Port Harcourt International Airport, Omagwa, when the flight crew heard a loud bang from the left engine.

In videos seen after the incident, the engine was visibly blown, with passengers praying and speaking in tongues after experiencing the near death experience.

WATCH PRIMATE AYODELE’S VIDEO BELOW:

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Nigerian Prophet, Primate Ayodele, to Commission Mosque on Saturday

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The Leader of INRI Evangelical Spiritual Church, Primate Elijah Ayodele, has concluded plans to commission a mosque, which he single-handedly built, on Saturday, February 14, 2026.

The commissioning will also commemorate his 21-day annual thanksgiving programme, which began in January and will end on Sunday, February 15, 2026.

The mosque building, which the prophet announced plans for last year, is the first of its kind, as there has never been a prominent Christian leader reported to have built a mosque before now.

According to Primate Ayodele, his decision to build the mosque is not because he wants to change his religion, but rather a representation of a direction given to him by God many years ago.

He explained that his church has been home to Muslim faithful, and at different times, he has been invited to preach at Muslim gatherings. Therefore, building a mosque was not difficult, especially after receiving divine direction regarding it.

“My decision to build a mosque is not because I want to become a Muslim, but a direct representation of what God told me to do. I have Muslims attending my church, I attend Muslim programmes to preach when I am called upon, and I have several Muslim friends, so following the God-given instruction was not too hard for me.”

Primate Ayodele also noted that building a mosque as a Christian cleric sends a message of religious tolerance across the globe and further showcases his love for humanity, regardless of differences.

“Beyond being a divine instruction, this is a message of religious tolerance across the globe. If we can resolve the issue of religion in the world, it would definitely be a better place for all of us. I love everyone, regardless of their religion or tribe, and building a mosque further showcases that. God created everyone equally; we should not celebrate things that further divide us.”

Speaking on the operations of the mosque, Primate Ayodele explained that he would be handing it over to the Islamic community without any form of interference in its administration.

“By God’s grace, the mosque will be named after the late mother of President Tinubu, and we will be handing over its operations to the Islamic community without any interference.”

It is worth noting that Primate Ayodele has both privately and publicly supported other churches, especially financially. He has donated funds for church buildings, empowered individuals who are not members of his church, and raised funds for churches other than his own.

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