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How Community-Led PR Is Winning Hearts and Redefining Brand Growth
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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APC Primaries: How Primate Ayodele Foretold Ned Nwoko, Gbenga Daniel’s Loss (VIDEO)
The All Progressive Congress primary election that is currently ongoing has brought about surprises in some states, especially the Senate primary that was held yesterday.
The election, so far, can be described as one that has fallen even the mighty ones. We have seen grown men wailing and lamenting because they couldn’t accept the fact that they lost their bid to return to the national assembly despite their support for the government.
For some people who have been in the party for years, newcomers dislodged them during the election, and they have been crying foul, threatening to start legal actions, and the situation is bad for them because they can’t move to another party anymore.
Among those who were shockingly taken out of the way are Ned Nwoko, the senator representing Delta North and former governor Gbenga Daniel, the senator representing Ogun East senatorial district. Their loss is so humbling that they almost didn’t get any votes in their respective election.
Ned Nwoko lost to the former governor of Delta state, Ifeanyi Okowa, while Gbenga Daniel lost to the incumbent governor of Ogun state, Dapo Abiodun.
However, their losses had been foretold by popular Nigerian prophet, Primate Elijah Ayodele of INRI Evangelical Spiritual Church, who is renowned for his prophetic insights on issues about politics, governance, education, and nations, to mention but a few.
In different live services, Primate Ayodele had warned both politicians about their ambition, foretelling what would befall them if they went ahead with the primaries.
For Gbenga Daniel, Primate Ayodele stated that a higher authority has taken his right from him, while advising him to forget about the position because they will only mock him. He revealed that the case has already been settled and it’s not in the former governor’s favour. This was months before the primary was held.
These were his words:
“The issue of Dapo and Gbenga Daniel. Gbenga Daniel doesn’t know that his party doesn’t love him. What happened is from the higher authority, and that may be the end of the case, so if Gbenga is struggling, they will just be mocking him.”
As he said, despite the fact that Gbenga Daniel tried his best to see that he gets a return ticket to the senate, he had to step down a few hours before the primary election as the odd wasn’t in his favour.
For Ned Nwoko, Primate Ayodele had stated that the ticket would be given to Okowa even when nobody believed it.
These were his words:
“Okowa and Ned senate ticket; they want to give it to Okowa, so watch , they will fail you Ned.”
As he said, Ned lost woefully in the election while Okowa won him with a margin that can never be closed.
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How Primate Ayodele Foretold Fresh Outbreak Of Ebola Virus In Africa (VIDEO)
At least 100 deaths have been reported in an Ebola outbreak in the Democratic Republic of Congo, with more than 390 cases suspected, the head of the Africa Centres for Disease Control and Prevention has told the BBC.
The World Health Organization (WHO) has declared the outbreak an international emergency.
The current strain of Ebola is caused by the Bundibugyo virus, for which there are no approved drugs or vaccines.
There are also two confirmed cases and one death in Uganda, according to the US Centers for Disease Control and Prevention (CDC).
This unfortunate incident is coming after Nigerian prophet, Primate Elijah Ayodele repeatedly warned that there will be fresh outbreak of Ebola Virus in Africa.
He even went as far as mentioning the countries that will be affected by the virus, while warning the world health organization to take note of the disease.
These were his words:
“Ebola; Uganda, Sudan, Cameroun, Tanzania, DR Congo, watch out….”
Also in his prophecies for the new year which was released in December 2025, Primate Ayodele mentioned that there will be outbreak of Ebola virus in some countries in Africa which will lead to death of people.
These were his words:
“I foresee a lot of health challenges will surface in Africa namely Ebola, Tuberculosis, Jaundice, Lassa fever, migraine and another form of covid. I foresee chicken pox and another disease will break out in Nigeria.”
As he warned, the new wave of the virus as fulfilled Primate Ayodele’s prophecy.
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How Primate Ayodele Foretold Peter Obi’s Exit From ADC Since July 2025
In early July 2025, when the African Democratic Congress (ADC) was unveiled as the opposition coalition party for the 2027 election, Nigerians were overjoyed.They weren’t just excited for the party, but also for those who made up the party. They were bigwigs from the 2023 presidential election and two major candidates of the opposition; Abubakar Atiku of PDP and Peter Obi of the Labour Party were part of the coalition.Many Nigerians who want the APC out of the way were excited that, for the first time, opposition parties in Nigeria realised it would take unity to remove a strong politician like President Tinubu from power and because in the last election, the combined votes of opposition parties surpassed that of Tinubu, the combination of the two opposition actors was seen as a great force.However, while Nigerians were happy about the coalition, Primate Elijah Ayodele, a renowned prophet who is known for the prophetic position he occupies in global politics and governance, revealed what was to come for the coalition during a press conference.The press conference was held on the 5th of July, to launch his annual prophecy book titled Warnings To The Nations, and during the question-and-answer sessions, he was asked about the fate of the ADC, and his response left everyone surprised.He mentioned that the ADC coalition is good, but the former governor of Anambra state, Peter Obi, would pull out of the party. He stated that the coalition is divine but Peter Obi will pull out. This was barely one week after the coalition was unveiled.These were his words:“The coalition is divine. Only a spell will dismantle the coalition.“Peter Obi will still pull out from this coalition, if care is not taken. If they advise him wrongly to pull out, he cannot win.”“If Obi said he wants to pull out, use Rotimi Amaechi (ex-minister). No other person (sic) will contest, it is Atiku. But the ruling All Progressives Congress (APC) believes they have won the 2027 election with these governors that they are poaching. President Bola Tinubu, you have not won yet; I am giving you a warning now, how you can win, how people will defeat you.“Anything I said, that’s what God said. And I am presenting it that way. So, if you don’t like it, it is in 2027 that you will regret it.”https://thelagostimes.com/2027-election-primate-ayodele-releases-prophecy-on-adc-coalition-says-peter-obi-will-pull-out/Just as Primate Ayodele warned, Peter Obi left the coalition yesterday Sunday to pursue his presidential ambition elsewhere.This fulfilment further shuts the critics of Primate Ayodele; many have said what he does is permutation and analysis but there is no way anyone could have thought Peter Obi would leave the coalition in July 2025, the very beginning of the coalition when the going was at its best. This shows Primate Ayodele remains a formidable and credible prophet for all nations.Likewise, on the issue of Rabiu Kwankwaso, Primate Ayodele has always maintained that he is not fully with the ADC and that he will just be there like a mole.This has been fulfilled too because Kwankwaso left with Obi to NDC, just few weeks after joining.
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