When most local brands think about signing a brand ambassador the only criterion they consider is the popularity of the celebrity or influencer. But this time, we have a case study that looks like a win.
Last week, Teesas, an EdTech start-up signed Mercy Johnson as its brand ambassador. For a business that is less than a year old, the move seemed premature, yet this is one ambassadorial deal among many in recent times that looks well thought-out.
Here are three reasons why the Nollywood actress is a good choice as “The face of Teesas.”
- Target audience: The Teesas educational app is designed for children between the ages of 2 and 12 years and the EdTech company is trying to reach mums. Johnson has four children all less than 12 years old so we believe that she will be able to demonstrate the actual value the app offers to users and it will be believable.
- Value proposition: Apart from offering core subjects such as Mathematics, English and Science, Teesas offers local language lessons. To date, the app has lessons in Bini, Hausa, Ibibio, Igbo, Ijaw, Yoruba, and Tiv with plans to include French soon. The brand ambassador is a culture advocate who speaks several languages. Although from Okene, Kogi State in Nigeria’s middle belt, she is married to an Edo man from the south-south region and she learnt to speak his native language called Esan. She also speaks her language Igbira (also known as Ebira), Yoruba and Igbo. Teesas has also announced that its content will include lessons on life skills and anti-bullying shortly. Johnson has been very outspoken about bullying in schools.
- Social media reach: This is the obvious reason a young brand such as Teesas would sign an A-list Nollywood actress as its brand ambassador. Teesas currently has about 10,200 followers on Instagram while Johnson has 11.8 million Instagram followers. A video from the actress has the potential to reach more fans than all Teesas followers.
There is the concern of the young brand being dominated by a brand ambassador with a towering figure such as Johnson. Still, one must admit that the brand has made a smart choice. We look forward to this collaboration paying off.
