Temu’s entry into Nigeria highlights the power of relatable creators and incentive-driven influencer marketing in driving rapid awareness and adoption.

Market: Nigeria
Campaign Type: Influencer Marketing + Affiliate-Led Growth
Platforms: TikTok, Instagram, X (Twitter)

Campaign Context

When Temu entered the Nigerian market, it faced a highly competitive e-commerce space with price-sensitive consumers and low trust for new platforms. Instead of relying heavily on traditional advertising, Temu leaned aggressively into influencer-driven discovery and peer validation.

The Strategy We Admire

Temu adopted a volume + relevance influencer strategy, prioritising reach through everyday creators rather than a few high-profile celebrities.

Key elements included:

  • Heavy use of micro and mid-tier influencers

  • Strong focus on TikTok creators who excel at product discovery content

  • Influencer-led tutorials, hauls, unboxings, and “cheap finds” content

  • Clear incentives such as discount codes, free shipping, and rewards

  • Affiliate-style campaigns that motivated creators to push consistently

Execution Highlights

  • Hundreds of Nigerian creators produced native, casual content

  • Influencers demonstrated real product experiences rather than polished ads

  • Campaign messaging focused on affordability, variety, and ease of use

  • Content felt organic, repetitive (by design), and trust-building

Why It Worked in Nigeria

  • Leveraged social proof in a trust-driven market

  • Matched Nigerian consumer behaviour (deal-seeking, reviews, peer influence)

  • Used creators who felt relatable, not aspirational

  • Allowed content to feel authentic rather than overly branded

Outcome

Temu quickly became one of the most talked-about e-commerce platforms on Nigerian social media, achieving strong brand awareness and app curiosity within a short period of entry.

Key Takeaway

High-impact influencer marketing in emerging markets often wins through scale, relatability, and repetition, not celebrity endorsements.

Why This Campaign Inspires Us

At Treetch, this campaign reinforces our belief that:

  • The right influencer mix beats big names alone

  • Local creators drive trust faster than traditional ads

  • Strategy and execution matter more than polish