From Tweet to Trending Movement: How 9 Nigerian Brands Cashed in on an Organic Viral Moment.
9 case studies on leveraging social trends for growth.
When Mummy Zee’s story first broke out on Twitter, most people expected the usual debates to unfold. But this time, the story took on a life of its own, transforming from just another viral moment into a full-blown movement.
One tweet sparked massive attention and dominated Twitter NG’s trending topics for the entire weekend.
The ripple effect was huge. Major Nigerian brands jumped on the trend, eager to be part of the conversation, with even government agencies joining in.
In this newsletter, I break down how Nigerian brands joined the trend, what they did well, and how businesses can use social trends to boost awareness and engage with audiences.
Before diving into the 'how,' let’s recognize that brand collaborations on viral posts aren’t new. But Mummy Zee’s story brought a unique chance for brands to drive awareness, generate new leads, and potentially increase signups and sales. Some brands did this with real success.
So, does hopping on trends for marketing work?
The answer is both yes and no. When done well, trend-hopping can lead to conversions. But sometimes, it just results in a few extra impressions without actual results.
Ultimately, successful trend marketing requires a balance: it’s not just about visibility but about alignment with your brand’s values and goals.
If you’re considering jumping on a trend, here are two things to keep in mind:
Define your Goal: What’s your aim? Is it to boost impressions, build brand awareness, generate sales, or simply join a viral moment?
Check for Relevance: Does the trend connect naturally with your brand’s identity and offerings? Forced participation in unrelated conversations can feel desperate and may backfire.
Piggyvest is a good example of a Nigerian brand that understands how to participate in a trend organically. The tweet below shows one of the many times they have hopped on trending topics, yet found a way to make it resonate with their movement's core message of financial empowerment.
Now, let's look at how some of these brands capitalized on the Mummy Zee trend.
1. SwyftPay:
SwyftPay takes the top spot on this list for good reason. Their response was well crafted and showed that they did the necessary research before joining in on the trend. This is a very important factor for joining trends, you need to understand what they are about to be able to apply them well.
Why did this work?
Before SwyftPay’s tweet, many people had been telling Mummy Zee to get a Twitter Blue subscription to get paid for the impressions she was generating at the end of the month but this was no longer possible to achieve with normal bank cards.
Seeing the discussions about Mummy Zee getting paid for her viral fame, SwftPay joined the trend with a well-written, relevant solution – a Twitter Blue subscription purchase using their platform. This brilliant angle tapped into the trending conversation and offered a very proactive solution.
They didn't say “Send a DM and we will create an account for you”, they said, “ We have created…”
And it worked. The comments under their quote tweet quickly filled up with curious users asking how to sign up.
As of the time of writing this, SwftPay's quote tweet on Mummy Zee's viral thread boasts an impressive 998k views, 13k likes, and 203 quote tweets.
From the moment you land on their page, you'll notice a clear focus on one message on their pinned post: "Use SwftPay's virtual card to pay for these platforms”
But SwftPay didn't just bask in the initial buzz. They capitalized on the influx of traffic by crafting a separate, stand-alone thread on their page explaining how to set up an account. This move was masterful. By keeping the instructions simple and on their own page, they avoided appearing salesy while addressing the high demand generated by tapping into the Mummy Zee trend.
As I went through their page, I could see that they were actively responding to customers and retweeting proof from real users cementing their image as a trustworthy and responsive brand.
This helped build a level of trust for the people coming in from the traffic they were getting.
But their success goes beyond sheer numbers. What truly set them apart was the consistency in their brand message and strategically timed actions. A powerful lesson in how timing is very important in taking advantage of trending topics.
They understood the trend, honed their message to fit in, created valuable content, and engaged authentically and it worked.
Here is a follow-up tweet about a week after from a member of their team.
Their actions serve as a blueprint for any brand looking to leverage online buzz the right way.
A 10/10 Jump in.
2. NITDA
While tensions often simmer between Nigerians on social media and government agencies, the NITDA’s take on the mummy zee’s trend was new and different to see. Being one of the first few government agencies to join in the trend, their response brought awareness to the existence of their office and their role in regulating information in the country. They also seamlessly connected it to their ongoing campaign targeted at empowering more Nigerian women with technology skills.
With 2.5 million views, 648 quotes, and 12k likes at the time of writing, it's clear the tweet resonated. While government parastatal joining social trends can generate different reactions or public opinion, an increased online presence with a relaxed, less rigid tone of voice could be the key to breaking the ice and getting more young Nigerians interested in what they are about.
3. Kuda
Kuda’s take on this trend started very shaky but it was clear to all that if there was any brand that truly needed to hop on the trend, it was Kuda especially since they had chimed in early on into the trend. The initial screenshots Mummy Zee had posted of the money she was receiving from people online was from her Kuda app dashboard, and she kept making updates.
However, their first few tweets hinted at indecisiveness, unsure of how to truly capture the momentum.
Their first response played with the “no gree for anybody” mantra that was trending in the country and the second tweet was a well-wish message from their CEO. It garnered some mixed reactions from the public.
Luckily, they were able to spectacularly redeem themselves with a final tweet offering to double the money in one of the screenshots she’d posted.
This audacious move struck gold, generating over 10 million views and 22,000 likes as of writing, making it arguably the most engaged brand take on the trend.
From the outside it seems like Kuda’s marketing strategy changed since the jump on the trend, they have doubled down on the wave, gotten some more conversation-worthy moments, and increased their engagement levels on other posts drastically.
4. Infinix
Infinix has always been adept at tailoring its marketing to Nigerians, employing various marketing tactics like celebrity endorsements, influencer marketing, and a knowledge of how to occasionally engage with trending topics on Twitter NG organically. Their take on this trend did not fall short of their usual modus operandi.
They found a smooth way to mention their newest Infinix phone release within a concise and engaging message and delivered a marketing masterclass on sometimes keeping it short, simple, and impactful.
5. Filmhouse Cinemas
Filmhouse takes the crown for my favorite #MummyZee trend entry (next to SwyftPay, of course!).
While the conversation unfolded in many ways, the core of it all resonated with a powerful theme: a woman's unconditional love for her partner.
And let's face it, when you think of cinema, it's not hard to think of love, romance or spending quality family time together and so this was a nice play in by Filmhouse.
Their copy and the accompanying visuals were well done, showcasing organic brand participation at its finest. I really loved how you could just tell what their service is about with one simple tweet even if it wasn't explicitly mentioned. It spelt itself out.
Of course, this jump in translated to free reach across a diverse audience. Tapping into the universal language of love, It sparked curiosity and ignited conversations that could ultimately, lead people to book their own FilmHouse moment.
As I scrolled through the comments, I found a lot of people asking the right questions
“Where are you?” “How much is it?” “How can I Pay?”
If all these leads were well nurtured, a fair percentage would end up booking their own filmhouse moment.
6. WeSabi
This brand had a brilliant, catchy name - WeSabi, as a name is already a good opener on its own. Their take on the trend was quite direct, a perfect starting point, which is a great strategy for joining trends especially when you don't need to say too much.
But while it grabbed attention, it also missed a golden chance to connect with potential customers. A quick peek at their profile revealed they were solving a crucial problem Nigerians face, yet sadly, they couldn't capitalize on the trend's momentum to tell us more.
Remember SwyftPay's post? Trending engagement often leads to curiosity about brands and services.
"What do they do? How much are their services? Are they near me?"
While they might have addressed all of these questions before now, proactivity is key when joining trends. A follow-up tweet in the heat of the moment explaining their services and value proposition would have been a game-changer.
Remember, different goals require different strategies when it comes to jumping on trends, but sometimes all it takes is a little extra effort to convert curiosity into loyal customers.
7. Premier Cool
This was another favorite!
Premier Cool absolutely stole the show with their take on this trend! They nailed it by injecting some playful pidgin English and a trending Nigerian inside joke, both perfectly on-brand. It was like a match made in trend heaven, and it landed beautifully. Plus, with Premier Cool being a familiar name in so many Nigerian households, jumping on trends like this is a surefire way to boost brand awareness and score some positive mentions. Who doesn't love a relatable brand that knows how to have fun?
8. Nord Motion
Nord Motion’s take on the trend was a breath of fresh air, delivered directly by their CEO on Twitter.
Despite being unfamiliar with the brand before, I was instantly drawn in by the message's warmth, relevance, and helpfulness. Unlike others, Nord didn't offer any of their products, but instead offered a kind, personalized touch that felt remarkably genuine and intentional.
The framing of his message is another brilliant example of how not only the marketing team is responsible for marketing. It's a testament to the power of authentic leadership and the impact it can have on brand perception. This kind of direct engagement fosters a sense of connection and trust, that helps Nord stand out from the crowd.
9. Innoson
Dare to be different?
In a scenario where almost every brand is excited to jump on a trend is it risky to opt out? Well, let’s ask Innoson.
Innoson was the only brand that joined the conversation, comfortable with missing out on the trend
For a car manufacturer, a giveaway might generate buzz, but it likely won’t lead to real sales or conversions. Buying a car, unlike a phone case or sneakers, is a carefully considered decision shaped by far more than a trendy giveaway.
So, did Innoson make the right call? As with most marketing choices, it’s complex. Their decision not to join the trend generated conversation, showcased their brand personality and stirred interest. While it may not have led to immediate sales, it planted a seed.
Innoson’s choice emphasizes the power of staying true to your brand values, even when trends are tempting. It’s a reminder that sometimes, standing apart can be an effective marketing move.
To conclude,
Hopping on social media trends as a brand today can be tempting, but it helps to remember, chasing virality is not an effective marketing strategy.
Before jumping on the next big trend, ask yourself:
1. Does this trend align with your brand’s identity and values?
2. Will it drive real engagement or sales — if not now, at least in the long-run.
Awareness is great, but it's just one step of the road. If you want sales or conversions, you have to prepare the way before the trend's audience arrives.
Trends are chaotic and unpredictable—anyone, anywhere, can start one. And while it’s okay to tap into the excitement occasionally, true success comes from building an engaged, lasting audience that extends beyond the buzz.