Context
Profectiv MegaGrowth, a Strength of Nature brand, launched a national hairstylist engagement program across Nigeria targeting 4,000 hairstylists in the SEC C, D, and E consumer segments. The program, branded "Mega Growth Mania," launched in December 2020 with a Sensitive Care Masterclass and expanded into a full national drive across all 36 states in 2021 and 2022.
The Challenge
Reaching 4,000 hairstylists across 36 states with limited time and budget required an activation model that was replicable, high-energy, and conversion-focused. The hairstylist community is a critical influence point for consumer hair care decisions, and winning them required more than a product demo. It required a movement.
Our Approach
Mcafan designed the full event strategy and activation blueprint. The execution model had two engines: the Open Market Drive (a mobile activation unit with a branded bus rig and gazebo, running an Attract-Engage-Educate-Incentivize-Sell sequence) and the Portfolio Masterclass (a structured event with product unveiling, live demonstrations, a Hair Walk, and award ceremonies). Recruitment ran through NASHCO, direct salon calls, and WhatsApp mobilisation. Each location targeted 100 to 150 guests.
Scope of Work
- Event strategy and activation blueprint
- Open Market Drive model
- Portfolio Masterclass concept and run-of-show
- Incentive and sales mechanics (15% discount, 3-month credit, POS materials, ambassador sign-up)
- NASHCO partnership activation
- Social amplification framework
- 48-72 hour post-event reporting structure
Outcome
The program successfully reached its target audience across Nigeria, creating an army of Profectiv brand ambassadors among hairstylists. The activation model became a repeatable framework deployed across multiple markets.
Mcafan translated a complex national activation brief into a clear, executable playbook. The results exceeded our targets in both reach and conversion.
Brand Manager, Profectiv MegaGrowth Nigeria
