Case Study
Bet9ja Foundation — Love On The Streets
A Valentine's Day community impact campaign amplified by Five04 Media through influencer marketing, PR, and media publicity.
Featured work
01
The Brief
The Bet9ja Foundation wanted to bring love to unlikely places on Valentine's Day — the streets, and the people who wouldn't typically remember or think of the day as their own. Street traders, transport workers, market workers, artisans, and anyone lucky enough to cross paths with the campaign. The KPI was media reach and awareness for the Foundation itself.
02
Our Approach
The concept came from Bet9ja Foundation. Our strategic decision was on the amplification: relying purely on the influencer's own social channels would have hit their existing audience but wouldn't have carried the Foundation's story far enough. So we built the campaign for two audiences at once — the influencer's followers, and the broader Nigerian public reached through mainstream digital and print outlets.
03
Execution
Asher Kine — the Nigerian influencer known for putting smiles on people's faces through street-level content — led the on-ground activation. The mechanic was simple: he moved through Lagos on Valentine's Day, delivering gifts to street workers and creating surprise moments for two lucky individuals, one male and one female.
The entire activation happened live on the street. No content was produced afterwards. Everything was captured in-moment.
Five04 negotiated the influencer partnership, produced the activation on the ground, and secured media coverage across digital outlets like Pulse and print titles like The Guardian — all under one team, from brief to final report.
04
The Result
The campaign delivered exactly what the Foundation wanted: a Valentine's Day moment that landed as warm and unexpected, amplified from the influencer's channels into mainstream Nigerian media — putting the Bet9ja Foundation's work in front of an audience that stretched well beyond the streets it started on.