The Case Study for the panel was Pulse36, a project that saw members of the Pulse Nigeria team travel around every single state in Nigeria, for 80 days, in a single stretch.

On July 1, 2017, Fu'ad Lawal, a Senior Reporter for Pulse embarked on a journey to travel the 36 states of Nigeria including the Federal Capital Territory known as Pulse 36. Accompanied by a cameraman and colleague by the name of Chris, they spent 80 days on the road, soaking up the many cultures and scenes in Nigeria.

It was indeed a great trip and an eye opening one for Fu'ad and one that shaped the advertising industry in Nigeria. As a result, the RADP got the right bunch to discuss this issue.

Meet The Panelists.

When you’ve worked in Digital Communications with major establishments like Fidelity Bank, UBA, and even an E-commerce company like Jumia, you almost certainly know what you’re talking about when you speak.

Folahan Abudu, who currently works at Diageo as a Digital Strategist, shared some interesting insights on the on the power of evoking emotion through storytelling, and how it truly is a great vehicle to convey brand messages.

Dami Khadijah was also on the panel, sharing insights from her experience working as a Strategist with brands like TedXEuston and BBC Worldwide. With clientele like Shell, Mastercard, Dangote and others, she shared interesting gems on meaningful and authentic engagement.

Debo Ajayi, who is Head of RDM Academy and literally spends all of his days telling brands how to succeed on the Internet, shared some unique insights with his work for various brands.

“You know I can’t tell you the names of my clients right,” he laughed. But you can bet it’s a sizeable number of companies.

Segun Adekoye, The Social Media Team Lead at Access Bank, and perhaps the first Adopter of the #Pulse36 project, shared some important insights to on why brands should take calculated risks when embarking on projects.

“When a brand knows what it wants, risk analysis is carried out to see whether the project is worth getting on. And when it turns out well, it’s a win,” he said in response to a question from an attendee.

ThePanel’s Moderator, Tunde Kara, is also Head of Ringier’s Play Studio, and the incubator of the Pulse36 project. He talked extensively on why brands need to experiment more with different, less-intrusive ways of connecting with their consumers.

Joining the panelists to participate in the Q&A was Fu’ad Lawal, where he shared insights on what it was like getting on the road for the project. There were stories from the road, with attendees asking questions about places, and the constant struggle to keep the brand message intact while on the project.

In the end, the panelists had one collective advice for brands, “be less intrusive, and tell more impactful stories.”