When culture meets strategy, brands don’t just get noticed, they create movements.
The recently concluded Gino World Jollof Festival featuring Guinness World Record holder Hilda Baci was more than a food festival. It was a masterclass in how influencer power, cultural connection, and experiential marketing come together to create unforgettable brand moments.
Here are a few truths we can take away:
- Influencer alignment matters: Hilda Baci wasn’t just a face; she was the perfect fit. Her credibility in food culture gave Gino both relevance and reach.
- Culture is the greatest connector: By celebrating Jollof rice, Gino tapped into identity, pride, and emotion. When people feel represented, they engage deeply.
- Experiential marketing wins where traditional marketing stops: A billboard can tell you about a brand, but an experience makes you live it. The festival allowed people to see, taste, and share the brand in ways no advert alone could achieve.
- Content is currency — Every plate, every selfie, every crowd moment extended the campaign’s reach far beyond the event day.
– The truth is this: experiential marketing isn’t about showcasing a product, it’s about creating a memory so powerful, people become your ambassadors long after the event ends.
Congratulations once again to Hilda Baci on another history-making milestone, and to Gino for demonstrating the power of brand experience done right.
