<aside> <img src="/icons/tabs_gray.svg" alt="/icons/tabs_gray.svg" width="40px" /> Brand: The Naira Haus

Stage: Early Stage

The Naira Haus is the flagship product of Naush Labs, a B2B/B2C software company. It is a digital directory of locally-made products and service providers in Nigeria, focused on helping businesses grow and connecting shoppers with quality local brands.

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Challenge

In October 2021, Naush Labs developed The Naira Haus, a digital database of locally made products. This a hyper-niche market, and the company needed to test product reception and build awareness for the database.

As a bootstrapped company with a little to no budget, Naush Labs wanted a creative and low-cost digital marketing strategy to maximize its reach.

Approach

To address this need, I joined Naush Labs as its one-person marketing team, focusing on the following action points:

  1. Performed a brand study to understand The Naira Haus and its vision, goals, and product.
  2. Conducted audience and competitor research to identify existing trends and untapped opportunities for the company.
  3. Additionally, I connected with potential clients to understand their pain points and needs.

Solution

Based on the above analysis, I developed and executed a content strategy focused on cross-platform Top-of-funnel (ToFu) and Middle-of-funnel (MoFu) content.

The goals?

Build brand awareness, drive organic growth, and gain product signups.

We chose to leave out Bottom-of-Funnel (BoFu) content because the primary goal for The Naira Haus was not to increase signups but to test product reception and build awareness. This meant that we needed a strategy that would primarily spark interest. I included gaining product signups as a measure for success as it was a suitable metric for testing product reception.

We started off with an Instagram growth strategy that included targeted content creation, content optimization, and community engagement. Working with a near-zero budget meant we needed to maximize a channel that delivered the best results, and Instagram was that channel for The Naira Haus.

We followed this with a Brand Stories series on the blog and a monthly newsletter campaign designed to promote the database, strengthen trust with existing clients, and build a community around the brand.

Results