Agency’s targeted digital campaigns for Honey and Banana, Salonpas spark industry debate on measurable impact in Nigerian marketing

Pulse Marketing, a leading agency headquartered in Lagos, secured two Bronze medals and one shortlist placement at the recently concluded Pitcher Awards, with both winning entries focused on measurable business results rather than mere brand visibility. The awards ceremony took place on Monday, 17 June 2026, drawing stakeholders from across Nigeria’s advertising and marketing sectors.

The agency was recognised for its data-driven approach in two major campaigns. For Honey and Banana, a health initiative operating in a culturally sensitive category, Pulse Marketing designed a digital-first strategy targeting mobile users during specific call centre hours. By leveraging platforms like Transsion and Eskimi, the campaign created private channels for engagement while remaining mindful of regional sensitivities—especially in Northern Nigeria. The team responded to concerns about radio placements by reallocating investment to digital media. This operational flexibility resulted in nearly 1.98 million click-to-action engagements and more than 63,000 inbound calls, according to figures provided by the agency.

The second Bronze-winning campaign, titled ‘Behind the Hustle,’ was executed for Salonpas, a topical pain relief brand from Hisamitsu Pharmaceutical. Rather than traditional celebrity endorsements, Pulse Marketing opted to partner directly with fitness communities at select i-Fitness gyms in Lagos—including locations in Jakande, Yaba and Gbagada—placing Salonpas products within authentic workout environments. The aim was to reach active professionals seeking alternatives to oral medication through peer influence and contextual relevance.

Industry observers say these wins reflect shifting expectations among Nigerian brands under economic pressure. “Brands are no longer satisfied with just awareness; they want real business results,” said a senior official at the Lagos Advertising Practitioners Council who attended the awards event. Pulse Marketing also noted that effective campaigns must align with operational realities on ground: “For us, marketing goes beyond visibility—it’s about creating meaningful connections that translate into measurable outcomes,” an agency spokesperson said in a written statement.

With scrutiny on marketing spend rising as Nigeria faces persistent inflation—most recently reported at 33.7 percent by the National Bureau of Statistics—analysts believe campaigns that combine cultural sensitivity with disciplined media planning will shape the next phase of Africa’s marketing industry. Pulse Marketing’s performance at the Pitcher Awards is seen as evidence that creativity paired with operational discipline delivers both industry accolades and tangible business impact.

Source: https://www.pulse.ng/story/the-strategy-behind-pulse-marketings-success-at-the-pitcher-awards-2026061711323159419