Ali Nuhu - Robb In Pain Out

Robb has been a household brand in the pain real relief ointment category for years, with strong heritage in the Nigerian ointment market, and playing in the mid-hot segment and after recently re-introducing itself and communicating brand promise, the brand’s next approach was to appeal to its Northern audience. To do this, the brand needed a well-known personality that Northerners love and would want to pay attention to. This was Ali Nuhu and the team was required to develop an approach to creatively speak to the North. Understanding that the target audience knows Ali Nuhu as an actor, our approach was to play on the familiar to pass across our message. The strategy was to catch the audience’s attention from the start with a very engaging hook that would keep them glued till the end where they get to receive the message of Robb being the secret ingredient that gets Ali Nuhu through the series of acting. We recreated an action-packed intro for a Nollywood film while Ali Nuhu appears to be chased by a character who would be the antagonist in the film. We see him running and then stumbling to a fall in the process. This process is repeated as we can see the strain on his face as a set assistant helps him up, how he rubs his neck and the supporting voiceover. However, he establishes that with the fast-acting relief effect of Robb, he’s able to bounce back on his feet and keep the ball moving. The video generated 972K views, 12,922 likes, and generated 265 comments across the brand and the influencer's social media pages where it met positive resonance with the Northern audience.