Ubongo, an African edutainment organisation, has officially launched its first major market campaign in Nigeria, marking a key milestone in its pan-African expansion strategy.
The campaign, titled ‘Akili Brings Lala Land to You,’ introduces the organisation’s popular educational children’s series, ‘Akili and Me’ and ‘Ubongo Kids,’ to a wider Nigerian audience through a combination of school activations and digital engagement.
The initiative is being executed in partnership with Phenom Communications, a strategic communications and public relations firm. It features nationwide school outreach programmes alongside a digital campaign led by content creators aimed at bringing Ubongo’s educational content directly to children, parents and educators across the country.
According to the organisers, the campaign has so far reached more than 600 pupils across three states in Lagos (South-West), Umuahia (South-East) and Abuja (North-Central) regions, while its influencer-driven digital campaign has generated a combined reach of over one million people.
The Nigerian rollout represents Ubongo’s first significant on-the-ground presence in the country as the organisation seeks to deepen access to educational entertainment and strengthen its footprint in one of Africa’s largest education markets.
Through the campaign, Ubongo aims to increase awareness of its learning programmes while supporting children’s education with engaging, locally relevant content.
Ubongo, Akili, and Me jointly have about 30 million views on YouTube, a testament to their wider acceptance.
“At each activation, Nigerian school children were introduced to Akili the curiosity, a creative, problem-solving character at the heart of Akili and Me, through immersive, engaging, and age-appropriate experiences designed to bring learning to life,” the organisers said.
“The response was immediate and overwhelmingly positive, with children actively engaging with the content, characters, and educational activities on offer.”
The teacher’s feedback from Lagos described the response from pupils as overwhelmingly positive, saying the children were fully engaged throughout the session and excited as they interacted with Akili.
The teacher added that the programme offers the kind of educational content pupils need, describing it as African-focused, relatable and engaging while making learning enjoyable.
According to the organisers, running in parallel with the school activations is a nationwide digital and influencer marketing campaign targeting Nigerian parents, caregivers, and educators across Instagram, TikTok, YouTube, and Facebook.
The campaign features four of Nigeria’s most trusted and influential mum content creators, including Tania Omotayo, Adaeze Jidenowo of Adaeze’s Space fame, Rachael Ringnan of theintentionaltwinmum and Debby Petero of Wells_Banks, each bringing Ubongo’s educational content to their combined audience of over one million Nigerian followers through authentic, lifestyle-integrated storytelling.
“Rather than traditional advertising, each influencer, most of whom were already Akili and Me audience members, introduced Akili and Me to their communities organically, sharing personal moments of their children engaging with Ubongo’s content, recommending it as a trusted educational resource, and championing its relevance for Nigerian families,” said the organisers.
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