Create a Marketing Campaign That Speaks to Nigerian Gen Z Without Being Cringe

Nigerian Gen Z consumers are sharp, culturally fluent, and immediately spot when a brand is faking it. The worst campaigns borrow slang they do not understand, use influencers who mean nothing to the audience, or treat young Nigerians as a monolith. Your challenge is to create a full marketing campaign for a product in one of these categories: personal care, food & beverage, fintech, or education. The campaign must be built for social media and must feel native to the culture — not translated from a global brief. Submit: campaign concept, target audience definition, three content executions (can be mockups), channel strategy, and a 500-word rationale for every creative decision. Judging criteria: 35% cultural authenticity, 30% creative quality, 20% strategic coherence, 15% presentation.