Influencer Marketing Mastery

Strategies For Effective Customer Acquisition(recap)

Influencers? Influencers?! Yes!!

Marketing and promotion using influencers goes beyond dancing on social media for a couple of views and likes, or randomly shooting one-size-fits-all content and hoping for the best.

For effective customer acquisition through influencer marketing, strategy, relevant KPIs, and real life examples are necessary, and these are what these speakers bring to the table.

On this webinar series, we have:

Toluwaloye Oyewole: Marketing Communications Professional. She has held positions across Social Media Marketing Marketing, Event Marketing, Product Marketing, Content Marketing, Branding and Public Relations.

Alice Dako :Community builder, influencer marketing strategist, and campaigns manager with deep expertise in helping brands and content creators grow through authentic partnerships. She has led influencer campaigns for global and African brands like Afriex, Google, TransferGo, and Taptap Send

Anjola Johnson: Brand and community strategist with a proven track record of driving growth through culturally relevant campaigns and influencer-led storytelling, At IJGB Agency, where she leads Operations & Strategy, Anjola builds brands from the inside out. She has led growth-focused campaigns for brands like Octa, Fidelity Bank, Juicyway, and Meristem.

Biyi Tudors: Biyi Tudors is a passionate marketing communications strategist with core skills in Growth, Media, Public Relations, Marketing, and Community Building.

Are Micro-Influencers or Nano-influencers more effective markets? Why?

BIYI Tudors: Before identifying which influencer is most effective for a specific market, there are a few things you need to consider: what are you trying to sell? Who is your target audience? These determine the kind of influencer to use. The most important factor is knowing who you're trying to sell to.

From a budget standpoint, if you’re trying to cut down on costs especially for a small production, it can influence whether you go with a nano or micro-influencer.

ANJOLA Johnson: In the African market, influence is hyper-community driven. It’s most effective when you integrate both micro and nano-influencers into your product lifecycle.

ALICE Dako: The stage of your business matters. At an early stage, you may need popular and familiar faces who already have strong communities,it helps build credibility.

Your goal is important,whether it’s awareness or conversion. Your campaign stage, your budget, and how you use the influencer will determine your results.

Both micro and nano influencers are effective. It all depends on how they are used and what your goal is.

Should brands allow influencers to fully take creative control or is the collaboration more effective?

ANJOLA Johnson: Yes they should be allowed. Creative freedom with context is the sweet spot. Start with a comprehensive brief; understand the influencer you’re working with, know their management style. For first-time influencers, be specific: from language to content tone.

Creative freedom is good, but within clearly defined boundaries.

ALICE Dako: Communication strategy is crucial. Create a group chat for influencers, somewhere they can share challenges and get quick help. This leads to a clearer understanding of the campaign’s goal and better results.

BIYI Tudors: Map out the destination. You chose the influencer for a reason, don’t clamp down on their style. That restricts their creativity, affects delivery, and even changes how their audience receives the message.

Give structure, but let them bring their voice.

Can you walk us through a campaign that exceeded acquisition goals using influencer marketing? What made it work so well?

BIYI Tudors: In 2020, we ran a campaign for Fearless. At the time, they were the only bottled energy drink. Their goal wasn’t to be prestigious,they wanted to disrupt the market.

We collaborated with Tobi Bakare, he was bold, daring, and embodied Fearless' brand. He over delivered by 1380%, exceeding expectations massively.

Fearless became a dominant player, capturing 85% of the market. We had projected ₦5M in returns and ended up with ₦60M.

What do you think you guys did and what was used to measure?

BIYI Tudors: Creative liberty played a big role. We trusted the influencer’s intuition. We used manual tracking, FMCG went from 37% to 85%.

ALICE Dako:

We always allow influencers to “do their thing.” The best outcomes come when they’re trusted.

For example, during a Mother’s Day campaign for Tap Tap Send, we worked with Kiekie, a new mom. We wanted her to celebrate her mom while encouraging others, there was also an ongoing giveaway at the time of the campaign.

We employed storytelling sharing stories that were personal and relatable. We monitored performance, revised the strategy during the campaign, and maintained strong communication.

ANJOLA Johnson: We had a recent brief from Octa. The goal was credibility and differentiation, showing why we’re better than others.

The “Trust Campaign” got nearly 400 link clicks in two weeks within the Forex niche.

Why it worked:

We picked the right platforms, where traders already were.

We partnered with creators who focused on education.

We aligned with product updates to give influencers substance.

What KPIs matter most for measuring influencer marketing success specifically for customer acquisition?

ALICE Dako:

Campaigns differ from brand to brand. Ask yourself: What’s the brand’s immediate need?

In remittance brands, the focus might be retention (getting existing users to send more), not just acquiring new ones.

Important KPIs include:

Downloads

Target location-specific sign-ups

Engagement by region

ANJOLA Johnson:

Avoid vanity metrics. Focus on:

Click-through rate (CTR)

Conversion rate

Promo code use

Funded accounts or in-app actions

Ask: how far down the funnel does the influencer take users?

BIYI Tudors:

For me, the most important KPI is the first-time deposit. When someone commits funds, that’s trust and it usually leads to future deposits.

Pro tip: Don’t chase vanity metrics. Your goal determines your KPI.

Do you prioritize long-term relationships like ambassadors or just one-off campaigns for influencer marketing?

ALICE Dako:

It depends. Some influencers aren’t suitable long-term. If there’s no engagement, downloads, or conversions, we end the relationship.

For product or fintech brands, we often use one-off influencers. Beauty brands might benefit from long-term partnerships.

Always review: some one-offs can be revived for later campaigns.

BIYI Tudors:

Agreed. Revise and evolve relationships based on conversion, not assumption.

Can you share tools or methods you have used to track ROI on influencer marketing?

BIYI Tudors:

For brands focused on deep acquisition (not just awareness), we use affiliate links to track:

Clicks

Deposits

Withdrawals

Net revenue

What metrics or KPIs do you prioritize when evaluating the success of an influencer campaign for an early stage in comparison to more mature financial brands?

ANJOLA Johnson:

For early-stage brands, I track:

Sign-ups

Cost per lead.

For mature brands:

First deposits

Retention

Trading activity

Your KPIs evolve as your brand matures.

How do you identify the right influencer beyond just follower count or niche alignment?

ANJOLA Johnson:

Look at audience quality, not size. Consider:

Engagement-to-follower ratio

Comment sentiment

Community alignment

Content evolution

Ask questions like: How does their audience behave after a post?

BIYI Tudors:

Engagement ratio is key. Check the last 5–10 posts. Average out the likes, comments, and views. Keep your timeframe recent and focused.

Can you share a lesson learned from a campaign that did not go as planned? What insight did you gain and how did you apply it to future campaigns?

BIYI Tudors:

In a campaign in South Africa, we didn’t fully understand the culture. We approached it from a Nigerian lens and didn’t consult our global ambassador.

Lesson: Always localize. Engage people in the market, especially marketers on the ground.. Fully understanding the culture if possible liaise with local authorities on the matter those in the marketing space

You know what this webinar has done? It has cemented the need for influencers. You want to know something else? It taught how growth operators and campaign managers can properly avail themselves of this strategy. Watch the full video here, so you can be sure you didn't miss a thing ‘Influencer Marketing Mastery: Strategies For Effective Customer Acquisition’! When used right, influencer marketing can take a business from 0 to 100, and from 100 to 1000. We've seen how it's worked for these professionals, we know how it works in real life. Now is the time to apply all you've learned. Don’t forget to read GrowthHackers Africa blog on Influencer Marketing.

Have a nice time doing that, and see you next month!