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Nigeria
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Young Nigerians traveling abroad lacked travel insurance awareness, viewing it as unnecessary expense. Leadway needed to educate this demographic while positioning themselves as the accessible, trusted choice for protection.
Layi Wasabi's comedy-education blend made complex topics digestible for millennials/Gen Z. His consistent 2.7%+ engagement rates were ideal for explaining insurance benefits. We deployed his signature comedic storytelling across Instagram and TikTok to maximize reach and platform-specific engagement.
Leadway recognized that summer is peak travel season when young people take vacations and "baecations." They needed to capture this seasonal opportunity by reaching affluent professionals who travel frequently but viewed insurance as bureaucratic rather than essential.
Jay on air's lifestyle content and professional demeanor resonated with Nigeria's affluent millennials. With 11% engagement rate and 70% professional audience aged 25-40, he was perfect for positioning Travel Insurance as a smart business decision. Jay used real travel scenarios to demonstrate practical benefits.
450+ policy inquiries within 48 hours
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