At the start of 2023, there were 122.5 million internet users in Nigeria with internet penetration at 55.4%. More than 31.6 million Nigerians use social media, equivalent to 14.3% of the total population. 

Social media, as part of the digital creative economy, has provided employment opportunities to a lot of Nigerians and served as a platform to showcase to the world the cultural richness of Nigeria. We had a feel good, celebratory campaign that conveyed the catalytic power of social media to empower Nigerians. The campaign was intended to make Nigerians feel proud about their culture, their hustle, and how they have created a truly unique and dynamic social media ecosystem that empowers millions. Also, the campaign was to inspire the target audience to appreciate the value of the digital creative economy. It targeted a wide range of audiences, from the average Nigerian to digital entrepreneurs and even policymakers.