Funke Akindele, one of Nigeria’s most celebrated actors, and producer, has proven to be a master in marketing films. With over two decades of experience, she has not only built a solid brand; but has mastered the art of promotion.

One of Akindele’s key strengths is her strong personal brand. Known for her versatile roles and the relatable character Jenifa, she has leveraged her personal brand effectively. She maintains a robust online presence, consistently engaging with her millions of followers across various platforms. By nurturing this large fan base, Akindele has ensured that her projects receive organic buzz long before their release. And this has made her films highly anticipated.

The recent marketing rollout for her upcoming movie Everybody Loves Jenifa has got everyone talking. Some on social media have described her as tenacious, especially as regards the publicity angle her productions implore.

THE BATTLE OF TWO CHAMPIONS!!!
Who will emerge victorious?
Get ready for the ultimate showdown!#everybodylovesjenifa @funkeakindele pic.twitter.com/myqCFd86M6

— Adedimeji Lateef (@TheDimejiLateef) September 23, 2024

Her production company, Scene One Productions, has ensured that her films are not only marketed traditionally but also through direct-to-digital methods. For instance, Omo Ghetto: The Saga, which became the highest-grossing Nollywood film of all time, was marketed through social media promotions, digital partnerships, and in-cinema campaigns. 

She has single-handedly changed the scope to which the Nigerian film industry positions marketing, with attention gripping social content. This content ranges from dance videos to popular music incorporations and also short comic dramas.

Akindele has also successfully utilized influencer and celebrity marketing to drive her film promotions. In the age of social media, where influencers have substantial sway over public opinion. Funke has partnered with other major Nollywood stars, musicians, and social media personalities to promote her projects. This cross-promotion taps into diverse fan bases, increasing visibility across multiple audience segments.

#everybodylovesjenifa will be in all cinemas in December!!! pic.twitter.com/Z5OhjjaAVL

— Funke Akindele (@funkeakindele) September 10, 2024

Another aspect of her marketing genius is her understanding of her audience’s preferences. Funke Akindele’s projects, especially A Tribe Called Judah and Everybody Loves Jenifa tap into the everyday experiences of the Nigerian public, blending humor with socially relevant themes. Her characters are often over-the-top but relatable, allowing her audience to connect emotionally while enjoying the comic relief. This relatability is a key element in how she positions her films.

She has also brilliantly used viral marketing tactics. Memorable catchphrases, funny skits, and social media challenges related to her films spread organically online, becoming a major part promotional toolkit. By leveraging her characters’ popularity in viral campaigns, Akindele ensures that her films gain visibility even among non-traditional audiences.

It is no doubt that this marketing strategy has placed her productions at the top spot in the industry. Her movies have earned nominations and recognitions at key awarding institutions and have also gone on to have international debuts. But that isn’t all, some of her productions are currently on Nigeria and West Africa’s highest-grossing movie list. For instance, Omo Ghetto: The Saga of 2020 recorded 636 million naira, and Battle on Buka Street of 2022 recorded 668 million naira. But most recently, A Tribe Called Judah of 2023 recorded over 1.5 billion naira becoming the highest-grossing Nigerian cinematic movie ever.