Social media done right does one thing above all else, it builds mental availability. The measurable likelihood that a consumer thinks of your brand first when they enter the category. At Amplify, every content decision, every format, every community interaction is engineered to grow that presence. So when a Nigerian walks into a paint store, Dulux is already the answer before the question is asked.
The Amplify Group was built around a single belief: consumer brands win when strategy, intelligence, and execution are aligned. Most agencies offer one. We offer all three through three dedicated entities working as one team for every client.
Signing Amplify as Dulux Nigeria's social partner means access to 15 years of Nigerian consumer brand-building experience, a proprietary intelligence network used by multinationals and PE firms across Africa, and an integrated media buying capability through Mediology.
Amplify Group operates across Lagos, Toronto, and New York, giving Dulux Nigeria access to global best practices applied with deep local market knowledge.
Amplify Agency Limited has operated in Lagos, Nigeria since 2010, building consumer brands across FMCG, technology, luxury retail, and financial services. Our West Africa footprint spans Nigeria and regional brand assignments across Ghana and beyond.
In 2023, Amplify expanded its presence to North America with offices in Toronto, Canada and operations in the United States, bringing North American social media production standards, platform trends, and creator economy thinking directly into our Nigerian client work.
What this means for Dulux: the content strategy we build is informed by what is working globally on Instagram, TikTok, and YouTube, not just what Nigerian agencies are doing. Best-in-class adapted for the Nigerian consumer.
Our intelligence infrastructure covers 37 states of Nigeria. Dulux gains access to primary-source consumer insight that no competitor has.
Through Grey Matter, Amplify operates a proprietary consumer intelligence network built on primary research across all 37 states of Nigeria. This is not syndicated data. This is original, brand-commissioned insight that we own and apply across our client portfolio.
Our intelligence platform has been used by Unilever Nigeria for category strategy, by private equity firms across Africa for consumer market diligence, and by multinationals entering or expanding in West African consumer markets.
For Dulux Nigeria, this means: every piece of content we produce is informed by real data on when Nigerians buy paint, who influences the decision, what media they consume, and what category entry points drive purchase, not guesswork.
The data tells a clear story. Strong brand awareness. Broken social engagement. A conversation about paint happening entirely without Dulux.
Nigeria's paint market is growing, and the conditions driving that growth create an opening that a brand of Dulux's scale is uniquely positioned to capture.
Nigeria's paint market is growing, and the conditions that are driving that growth are creating an opportunity that a brand of Dulux's scale is uniquely positioned to capture.
Urbanisation is accelerating. Nigeria adds roughly 2 million new urban residents every year. Every one of them eventually needs paint. New residential construction, commercial development, and a growing culture of home renovation and interior styling are expanding the category faster than the population alone can explain.
Nigerians are increasingly thinking about their homes as expressions of identity, not just structures to maintain. That shift in consumer mindset is fundamentally good news for a brand that has spent decades standing for quality, colour, and craft.
There are now two distinct Nigerian paint buyers, and they require two distinct conversations. They do not live on the same platforms. They do not respond to the same creative language. A brand managing them as a single audience will fail both.
Homeowners, landlords, property developers, facilities managers. Trust the quality. Will continue to pay the premium if the brand gives them a reason to. Not lost, but quietly eroded by price pressure and the absence of a compelling brand narrative.
Renting, renovating, styling. Forming brand preferences that will last decades. Did not grow up with Dulux. Discovers brands through content, peers, and creators whose lives they recognise. That loyalty is still available. The window is not permanently open.
In the Nigerian renovation context, the homeowner rarely makes the final paint call. The contractor does. The painter walks in, the client defers, and the brand with the contractor's confidence wins the sale before a single social post is ever seen.
Berger, Eagle, and Prestige are not winning because they are better. They are winning in certain segments because they are cheaper, and because Dulux has not given the market a strong enough reason to pay more. Dulux wins the product comparison. The narrative comparison has been forfeited.
Renovation inspiration, colour choices, home transformation, every day across Instagram, TikTok, and YouTube. Nigerian consumers are watching home content, saving palettes, following interior creators, and forming paint brand preferences through that content whether or not any paint brand is present in it. Most are not.
From Day One, Dulux is onboarded onto our proprietary social management platform, full visibility, one-click approval, zero chasing.
Most agencies manage social from shared spreadsheets and WhatsApp groups. Amplify runs every account through our proprietary social management platform, purpose-built for brand teams who need visibility, control, and speed without complexity.
On Day One of our engagement, Dulux's entire marketing team is onboarded onto the platform. No email chains. No missed approvals. No last-minute surprises. Every stakeholder has a real-time view of what is going out and when.
We run a social-first video studio, helping brands turn attention into business growth through strategic storytelling and creative execution.
Amplify built and manages the full social presence for Xtreme Toothpaste, one of Nigeria's fastest growing oral care brands. We established the brand's digital identity from zero: visual language, brand voice, and a content strategy built around product benefit storytelling for the Nigerian mass market.
Content pillars: whitening proof, fresh breath lifestyle moments, and family occasion content, delivered with culturally grounded Nigerian copy that cuts through in a competitive FMCG feed. We also led campaign creative for Xtreme's 2026 re-launch.
Fressia is our most comprehensive brand partnership. Amplify holds the full 2026 brand strategy retainer, social management across three platforms, campaign platform development, ambassador strategy, and content production.
We developed the masterbrand campaign for Fressia, "You'll Love Being In Your Skin", and signed both Yemi Alade and Broda Shaggi for the brand, helping drive mental availability and awareness for Fressia pan-Nigeria.
Managing a global luxury brand in a local market is a distinct discipline. For Swarovski Nigeria, we operate within strict global brand guidelines while making content feel relevant to the Nigerian luxury consumer, aspirational, elegant, and culturally aware.
Content balances global campaign assets with locally produced lifestyle imagery, event coverage, and occasion-driven storytelling around gifting and personal milestones, built for Nigeria's growing luxury base.
Amplify managed the social and digital communications for the FBNQuest Asset Management and Trustees business, translating complex financial products into clear, confidence-building stories for Nigerian investors. Our remit covered always-on content, campaign creative, community management, and reputation stewardship for one of the country's most established wealth and trust franchises.
We built the #BeyondToday creative platform to humanise mutual funds, the FBN Dollar Fund, retirement planning, and trust services, anchoring every execution in real Nigerian aspirations like home ownership, dollar protection, education, and legacy. Alongside the always-on calendar, we activated cultural moments such as International Women's Day with the "Balance The Field, Embrace Equity" series, driving conversation across tech, sports, and finance audiences.
Layer3 is our most strategically complex account. Beyond social management, we are embedded as a strategic brand partner, advising on market positioning, brand architecture, and how Layer3 communicates differentiation in a market dominated by larger telecoms incumbents.
Work includes integrated marketing strategy across four platforms, the "Built to Hold" campaign platform development, LinkedIn thought leadership for B2B decision-makers, and a complete brand repositioning from telecoms provider to infrastructure partner.
Intelligence first. Strategy second. Execution third. Community always. This is not a content calendar, it is a mental availability programme.
Social media only works when it is grounded in consumer intelligence, led by a clear strategy, and supported by complementary activities that create the moments social amplifies. We don't just post. We build the conditions that make content matter.
Before we produce a single piece of content, we spend the first week conducting a forensic audit of every Dulux Nigeria channel. Post performance, engagement patterns, top content, dead content, competitor benchmarking, and audience analysis. We surface every problem and every opportunity, and share that as a formal audit report before Month 1 content goes live.
Grey Matter applies our Nigerian consumer intelligence network to the paint category. Who is the Dulux buyer? What moment triggers purchase? What channels do they consume? What influencers, online and offline, shape their decision? This brief becomes the foundation of every content decision we make for the account.
Built from the audit and intelligence brief, not from templates. We lead with video and Reels, because that is where attention is. Carousels second for education and storytelling. Static last, and only when it earns its place. We also map Dulux's full content opportunity: Instagram, Facebook, YouTube long-form, and where Spruce requires a TikTok-first approach for the under-35 buyer.
Social media only works when there are complementary activities feeding into it. We don't just build a content calendar. We design community and experiential activities that give social something worth amplifying, contractor community events, colour centre experiences, Spruce pop-up moments. Social is the amplifier. Real-world activity is the signal.
Proprietary platform onboarding from Day One. 20–24 posts per month across formats. Daily community management. Monthly performance report with clear metrics. Every month we review what worked, what didn't, and adjust the strategy accordingly. Content that earns attention gets more investment. Content that doesn't gets replaced.
The paint category generates technical questions most agencies cannot handle. Coverage per square metre. Coats by surface. Compatibility with existing finishes. A wrong answer damages the brand. No answer damages it more.
Our approach starts before the first comment lands. We build a structured knowledge base, integrate every channel into our dashboard for real-time response, and operate a clean three-tier framework so nothing falls between the cracks.
Before we go live, we work with the Dulux team to build a structured knowledge base covering every common technical enquiry the brand receives. Every moderator works from this document. The same accurate answer whether the enquiry lands on a Thursday morning or a Saturday night.
Every Dulux channel is integrated directly into the Amplify dashboard. When a comment or DM lands, it triggers a real-time notification to the moderation team. Nothing sits unseen. The buyer who asks a question and gets a fast, accurate answer is the buyer who walks into a Buildmart and asks for Dulux by name.
The most trusted content a brand can publish is content it did not create. A homeowner showing the before-and-after. A contractor posting the finish. A first-time buyer documenting a Spruce reveal. Credibility from a real person with nothing to sell.
We architect this deliberately. UGC through a managed creator roster across three tiers. EGC through a programme that turns Dulux's own Colour Centre consultants into on-camera authorities.
Amplify maintains a managed roster of UGC talent across three tiers. Vetted, briefed, and deployed strategically rather than reactively. For Dulux, we activate creators whose audiences align with paint's key buying moments, first home, renovation, new rental, property development.
Price point and aesthetic speak directly to the 25–35 year-old urban Nigerian, whose peers trust people who look like them more than they trust any brand account.
Dulux's Colour Centre consultants, sales reps, and paint specialists know more about paint than any influencer on the roster. We equip them to become content creators, brief videos from inside the Colour Centre, on-camera consultations, "why I recommend this finish for your space" short-form that carries professional authority.
When a Colour Centre consultant recommends an eggshell finish for a Lagos apartment with direct sunlight, that is not marketing, that is expertise. The buyer hears it differently.
One retainer. Full group capability. Everything Dulux Nigeria needs to become the most mentally available paint brand in the country.
This retainer gives Dulux Nigeria the full Amplify Group, social management, consumer intelligence, platform access, and media planning advisory, in one integrated engagement.
The complete Amplify Group engagement. From Week One audit to always-on execution, intelligence, strategy, content, community, and platform access for every Dulux Nigeria stakeholder.