When Premier Cool Nigeria launched the #ShareThePressure campaign, the intention was clear and commendable. The campaign aimed at Nigerian men, encouraging them to speak openly about the pressures they face in order to lighten their emotional loads, prevent suicide, and improve their overall wellbeing. This campaign could have performed way better, and be leveraged to build a perpetually thriving community to support Nigerian men & build a user-generated content (UGC) engine for the company if Premier Cool Nigeria's marketing team had built a community-driven marketing strategy into it.
To drive visibility, the brand partnered with popular personalities such as Daniel Etim Effiong, Elozonam Ogbolu (ex-BBNaija), Samuel Elvis, Adekunle Onabanjo, Darlington Odom, Bayo Oyenuga, and Ayo Moses. They produced 13 campaign videos that collectively pulled in over 1.1 million views on YouTube. On paper, those are impressive numbers, but engagement told a different story. Across all those videos, there were only five comments, and in some cases, comments were even turned off. That lack of interaction is a signal that something critical was missing.
Where the Campaign Stopped Short
Premier Cool tried to make the campaign inclusive by printing different Nigerian men’s names and titles like “Chief” on soap packs. They also printed a QR code that allowed men to scan and share their worries. Sadly, that feature was later disabled, along with the helpline number on their website. Whether this was due to low engagement, lack of calls, or the belief that men’s mental health was not profitable enough, the result is the same: the campaign fizzled out.
The issue was not the message itself. Men in Nigeria are carrying immense pressure in silence, and they need safe spaces to talk about it. The problem was that Premier Cool treated the campaign as a moment rather than a movement. Instead of building a living, breathing community, it became a one-off push with no room for collaboration or continuity.
How Community-Driven Marketing Could Have Changed Everything
A community-driven approach would have helped Premier Cool extend the life of the campaign while making it truly impactful. Here is how:
- Create Safe Digital Communities
Instead of relying only on videos, Premier Cool could have built or partnered with platforms like WhatsApp, Telegram, or Discord groups dedicated to men’s wellness. These groups could act as safe spaces where men share their experiences anonymously, offer peer support, and feel seen beyond a branded hashtag. - Encourage User-Generated Stories
Imagine if instead of only celebrities talking about pressure, real Nigerian men were encouraged to share their own stories. With campaigns inviting user videos, blog posts, or even anonymous written experiences, Premier Cool could have sparked authentic conversations that resonate more deeply than polished celebrity clips. - Empower Peer-to-Peer Support Systems
A recognition program could have highlighted men who actively support others in the community. This simple step turns passive members into active contributors and shows men that helping each other is not only valuable but celebrated. - Make the Soap Pack a Gateway to Connection
Rather than a disabled QR code, the soap packs could have been powerful connectors. Each scan could take users directly into the community space, or provide access to resources like therapist directories, discussion forums, and live wellness sessions. Packs could evolve into tickets for belonging, not just hygiene. - Build Long-Term Partnerships
Partnering with mental health organisations, NGOs, or community leaders would have strengthened the authenticity of the campaign. Co-hosted events, workshops, and content would ensure that the conversation around men’s mental health lives beyond a seasonal marketing push.
Why Community-Driven Marketing Matters Here
The #ShareThePressure campaign started with the right heart but missed the opportunity to build something bigger than brand awareness. Community-driven growth marketing is not just about visibility, it is about belonging, collaboration, and continuity. For a topic as sensitive as men’s mental health, creating a safe and ongoing movement could have had lasting impact.
Premier Cool still has the chance to revisit this idea. By building a real community where Nigerian men can share, listen, and support each other, the brand can go beyond selling soap and become a champion for men’s wellbeing. That is the kind of brand loyalty money cannot buy.
