Profectiv MegaGrowth (Strength of Nature)

Profectiv MegaGrowth

Profectiv MegaGrowth is a global hair care brand present in over 50 countries. In Nigeria, the professional hairstylist represents one of the most influential touchpoints in a consumer's brand journey, yet this channel remained deeply underactivated. Mcafan was briefed to design and execute a national engagement strategy that would transform stylists, particularly those in the SEC C/D/E consumer segments, into committed brand ambassadors.

"Let Us Mega Grow Together." A rallying theme that was as much internal manifesto as external campaign line.

How we worked

The Mega Growth Mania activation was structured in three interlocking phases. PRE-event, regional brand ambassadors were recruited and trained, with stylists invited through NASHCO partnerships, direct salon outreach, and WhatsApp network mobilisation. DURING the events, two complementary formats ran in tandem: an Open Market Drive using branded bus rigs and gazebos executing an Attract, Engage, Educate, Incentivize and Sell sequence; and a Portfolio Masterclass featuring live product demonstrations, a Hair Walk, and ambassador awards. POST-event, social content amplification and a 48 to 72 hour reporting cycle closed each activation loop.

The December 2020 launch focused on a Sensitive Care Masterclass before scaling to a full national drive across 2021 and 2022, with 100 to 150 guests per location.

The result

The programme successfully converted thousands of hairstylists from passive product users into active brand evangelists, equipped with product knowledge, POS materials, preferential credit terms, and a genuine sense of belonging to the MegaGrowth community. The 15% discount on three-box purchases and three-month credit facility ensured commercial follow-through beyond the activation moment itself.