A clear starting point.
Pillow was a savings application that allowed users to save in dollars and earn daily interest through a crypto-backed product.
Fintech market entryNigeria
Project story
Pillow
A launch built on niche credibility, not follower count.TIMA used technology and lifestyle micro-influencers to introduce a dollar savings product to a new Nigerian audience.The assignment
What had to move.
The business job.
Create top-of-funnel awareness and drive product consideration among working Millennials, Gen Z audiences and technology-aware savers in Nigeria.
Challenge → response
The work begins with the problem.
Pillow entered the market without established awareness. The product also needed creators who could make a new financial proposition feel understandable and credible.
TIMA combined micro-influencers with technology key opinion leaders, using audience fit, engagement history and category relevance to build the creator roster.
Campaign system
How it was built.
- 01
Use niche trust
Technology, finance and lifestyle creators were selected for the relevance of their communities—not only their size.
- 02
Create real product conversations
Creators introduced the saving proposition in their own voice, allowing the product to enter existing conversations about money and technology.
- 03
Build multi-community reach
The campaign used several micro-communities to expand reach while preserving the credibility of a personal recommendation.
- 04
Measure beyond exposure
TIMA tracked reach, impressions, views, engagement and conversion as separate layers of performance.
Public campaign evidence
What the work produced.
The public case study reports more than 30 million impressions and a substantial lift in awareness among people aged 25–40.
What the evidence says
The useful lesson.
Relevance can outperform celebrity
The campaign was built around creators whose communities already discussed technology, finance and modern work.
Several niches create resilient reach
A network of smaller, trusted voices allowed Pillow to enter multiple relevant communities at once.
Measurement separates attention from action
Reach and engagement were reported alongside a campaign conversion rate.
Claims on this page are limited to TIMA’s public case-study archive. Undisclosed performance has not been estimated.
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