Repositioning the Lagos International Trade Fair As A Business And Career Launchpad

Background

The Lagos International Trade Fair needed to evolve beyond its perception as a shopping event and be seen as a platform for real opportunity. The ambition was to drive massive awareness, registrations, and attendance while reframing the fair as a space for business deals, skills, and career breakthroughs.

The Approach

Stravigo developed a high-intensity, narrative-driven campaign built around one powerful idea: “More Than Shopping.” The strategy used a dual-track influencer narrative targeting business builders and career builders. Content focused on real outcomes like partnerships, investments, job offers, skills acquisition, and networking opportunities. Execution spanned Instagram and Twitter, combining influencer storytelling, giveaways, paid ads, Twitter takeovers, and real-time event amplification. Testimonial-style content, anticipation posts, and live event narratives were designed to create urgency and FOMO.

The Impact

The Lagos International Trade Fair trended number one on Twitter, dominating national attention at peak moments of the campaign. That attention translated into action, contributing significantly to the fair achieving its 1 million registration target and recording its highest physical attendance to date. Most notably, these results were delivered with strong efficiency. The registration milestone was achieved using just 40%of the overall ₦125m budget, demonstrating how narrative clarity and cultural relevance can outperform directionless and vague media spend. By reframing the fair as a place where deals are made, careers move forward, and ideas launch, the campaign reset expectations and positioned the fair as a serious economic and professional platform within Nigeria’s ecosystem.