Case Study
Pillow Fund — Influencer Marketing & Activation
An influencer marketing and event activation campaign planned and executed by Five04 Media to drive awareness and community engagement for the Pillow Fund app.
Featured work
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The Brief
Pillow Fund is a USDT savings app — a way for users to hold their money in dollars, earn on it, and beat inflation on their local currency. The launch campaign needed to introduce the product to the Nigerian market and drive real adoption. The KPI Five04 was measured against was reach — Pillow Fund's own belief was that scale of exposure would drive the downloads.
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Our Approach
We approached the launch on two fronts: a sustained influencer program built for consistent daily presence, and a flagship event partnership designed to signal cultural weight.
The influencer strategy came out of Pillow Fund's brief. If reach was the metric, sustained visibility across categories and platforms was the way to hit it — not a moment, but a rolling drumbeat that put Pillow Fund in front of Nigerian audiences from multiple angles at once.
The event partnership was Five04's own build. Reach can drive downloads, but cultural signal drives trust — especially for a savings product in a Nigerian market with real questions about crypto-adjacent apps. We proposed sponsoring "Vibes With Wiz on the Beach," Wizkid's Lagos concert, and pitched Pillow Fund into a proximity with one of the biggest names in global Afrobeats. The proposal, the activation strategy, the pitch — all Five04.
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Execution
Influencer program.
Over six months, we activated influencers almost every day of the week — a rotating roster of creators across finance, comedy, lifestyle, and tutorial content. TikTok, Instagram, and YouTube. Each creator briefed to introduce Pillow Fund to their audience in the style their audience trusted from them — reviews for the review-driven, skits for the comedy audiences, straight tutorials for the finance-curious.
Wizkid partnership.
Pillow Fund sponsored Vibes With Wiz on the Beach off the back of the proposal we built. Five04 handled the entire chain: partnership structure, sponsorship negotiations, activation strategy, and on-ground delivery.
Across both tracks, Five04 managed sourcing, negotiations, briefing, content approvals, campaign management, event coordination, and reporting.
04
The Result
The campaign put Pillow Fund in front of Nigerian audiences at scale over the six-month launch window — sustained influencer visibility across platforms and content categories, alongside cultural anchoring through one of the biggest names in Afrobeats. The reach objective was met on both counts.