Legacy audience. Not a buying audience.
220K Facebook likes built over years. Only 143 people actively talking. 0.065% engagement rate. This is a broadcast channel, not a community. Dulux has been posting at Nigerians, not building with them.
Dulux Nigeria · Amplify Agency
The Dulux Nigeria
Presentation.
A look at the Nigerian paint market today, what we found in the brand and social audit, and the creative idea we believe Dulux Nigeria should own.
Prepared by Amplify Agency for Dulux Nigeria.
Section 01
Who We Are
One group, three entities, fifteen years of building Nigerian consumer brands.
01.1 / The Amplify Group
The Power
of the Group
Consumer brands win when strategy, intelligence, and execution are aligned. Most agencies offer one. We offer all three.
15
Years Active
50+
Clients Served
10+
Sectors
The Amplify Group was built around a single belief: consumer brands win when strategy, intelligence, and execution are aligned. Most agencies offer one. We offer all three through three dedicated entities working as one team for every client.
Signing Amplify as Dulux Nigeria's social partner means access to 15 years of Nigerian consumer brand-building experience, a proprietary intelligence network used by multinationals and PE firms across Africa, and an integrated media buying capability through Mediology.
Group structure and what it means for Dulux
The GroupAmplify Group
Entity 01Amplify AgencyDigital Strategy & Social
Social-first video studio. Content strategy, always-on management, community building, paid social creative, and campaign execution across platforms.
Entity 02Grey MatterConsumer Intelligence
Primary-source market intelligence feeding directly into content decisions. U&A studies, CEP mapping, brand health tracking.
Entity 03MediologyMedia Planning & Buying
End-to-end media planning and placement across TV, radio, OOH, and digital, integrated with social strategy.
ForDulux Nigeria
Content StrategyConsumer IntelligenceCommunity ManagementCategory InsightVideo ProductionMedia PlanningPaid Social CreativeBrand Health Tracking
01.2 / Our Footprint
Nigeria. North America.
Africa.
Amplify Group operates across Lagos, Toronto, and New York, giving Dulux Nigeria access to global best practices applied with deep local market knowledge.
Amplify Agency Limited has operated in Lagos, Nigeria since 2010, building consumer brands across FMCG, technology, luxury retail, and financial services. Our West Africa footprint spans Nigeria and regional brand assignments across Ghana and beyond.
In 2023, Amplify expanded its presence to North America with offices in Toronto, Canada and operations in the United States, bringing North American social media production standards, platform trends, and creator economy thinking directly into our Nigerian client work.
What this means for Dulux: the content strategy we build is informed by what is working globally on Instagram, TikTok, and YouTube, not just what Nigerian agencies are doing. Best-in-class adapted for the Nigerian consumer.
NGLagos, NigeriaHeadquarters, Strategy, Creative, Intelligence, Production
CAToronto, CanadaNorth America Office, Platform Strategy, Content Innovation
USUnited StatesUS Operations, Brand Partnerships, Creator Economy
AFPan-AfricaGrey Matter Intelligence, West, East & Southern Africa
01.3 / Intelligence Network
Proprietary Consumer
Intelligence
Our intelligence infrastructure covers 37 states of Nigeria. Dulux gains access to primary-source consumer insight that no competitor has.
Through Grey Matter, Amplify operates a proprietary consumer intelligence network built on primary research across all 37 states of Nigeria. This is not syndicated data. This is original, brand-commissioned insight that we own and apply across our client portfolio.
Our intelligence platform has been used by Unilever Nigeria for category strategy, by private equity firms across Africa for consumer market diligence, and by multinationals entering or expanding in West African consumer markets.
For Dulux Nigeria, this means every piece of content we produce is informed by real data on when Nigerians buy paint, who influences the decision, what media they consume, and what category entry points drive purchase, not guesswork.
Category entry points, paint
New Build Move-In34%
First-time homeowners specifying paint pre-handover.
Renovation Cycle28%
Refresh trigger every 3 to 5 years, owner-led.
Rental Turnover22%
Landlord-driven repaint between tenants.
Festive Refresh16%
December, Easter, family-event repaint window.
37
States Covered
Live
Brand Health
EB
Methodology
1:1
Quarterly Brief
Intelligence used by Unilever Nigeria, Africa PE firms, FMCG multinationals, consumer brands and institutional investors.
01.4 / Our Work
Brands we currently manage.
FMCG / Oral Care
Xtreme
Toothpaste
What we do for Xtreme
Amplify built and manages the full social presence for Xtreme Toothpaste, one of Nigeria's fastest growing oral care brands. We established the brand's digital identity from zero: visual language, brand voice, and a content strategy built around product benefit storytelling for the Nigerian mass market.
Content pillars: whitening proof, fresh breath lifestyle moments, and family occasion content, delivered with culturally grounded Nigerian copy that cuts through in a competitive FMCG feed. We also led campaign creative for Xtreme's 2026 re-launch.
Key wins
- Built and launched full social presence from zero to active community
- Consistent weekly calendar, static, video, carousel across formats
- Full campaign creative direction for 2026 product re-launch
- Daily community management and brand voice consistency maintained
Selected work for Xtreme
Video
Video
Video
01.5 / The Team
The team on this account.
The people named here are the people who will do the work. No handover to a junior team after the pitch. Select any name to read more.
The partners
Section 02
The Market
A category at an inflection point, and a buyer who has split in two.
02.1 / The Market We're Playing In
A category at an
inflection point.
Nigeria's paint market is growing, and the conditions driving that growth create an opening that a brand of Dulux's scale is uniquely positioned to capture.
Urbanisation is accelerating. Nigeria adds roughly 2 million new urban residents every year. Every one of them eventually needs paint. New residential construction, commercial development, and a growing culture of home renovation and interior styling are expanding the category faster than the population alone can explain.
Nigerians are increasingly thinking about their homes as expressions of identity, not just structures to maintain. That shift in consumer mindset is fundamentally good news for a brand that has spent decades standing for quality, colour, and craft.
2M/yrNew Urban ResidentsEvery one eventually needs paint.
₦36.4BCAP Plc, 2024 Revenue+52% YoY. Inflation and FX did much of the lifting.
37M+Nigerian TikTok UsersWhere the next generation forms its first paint preferences.
Price pressure, visualised
Dulux premium satin, per 20L
+100%in 4 years2020₦80,000
2024₦160,000
When a brand stops telling its value story, the market writes one for it. And the market's version is always about price.
02.2 / The Consumer Has Split
Two buyers. Two conversations.
One brand.
There are now two distinct Nigerian paint buyers, and they require two distinct conversations. They do not live on the same platforms. They do not respond to the same creative language. A brand managing them as a single audience will fail both.
Buyer 01, Established
Knows Dulux. Will pay the premium.
Homeowners, landlords, property developers, facilities managers. Trust the quality. Will continue to pay the premium if the brand gives them a reason to. Not lost, but quietly eroded by price pressure and the absence of a compelling brand narrative.
Loyal, but pressuredReads value before priceLives on Facebook, InstagramNeeds durability proof
Buyer 02, Emerging
25 to 35. First home. No loyalty yet.
Renting, renovating, styling. Forming brand preferences that will last decades. Did not grow up with Dulux. Discovers brands through content, peers, and creators whose lives they recognise. That loyalty is still available. The window is not permanently open.
No category loyalty yetTrusts peers over adsLives on TikTok, InstagramSpruce is the on-ramp
02.3 / The Contractor
The invisible decision-maker.
In the Nigerian renovation context, the homeowner rarely makes the final paint call. The contractor does. The painter walks in, the client defers, and the brand with the contractor's confidence wins the sale before a single social post is ever seen.
Very fewmajor paint brands are actively building a contractor relationship
- Almost no trade content built for painters
- Barely any contractor community on social
- Very little recognition or loyalty for the trade
- Little reason to recommend one brand over another beyond habit or margin
Most powerful influence in the category. Most ignored audience in category marketing. An open competitive moat.
02.4 / The Competitive Climate
The threat is narrative,
not product.
Berger, Eagle, and Prestige are not winning because they are better. They are winning in certain segments because they are cheaper, and because Dulux has not given the market a strong enough reason to pay more. Dulux wins the product comparison. The narrative comparison has been forfeited.
Their message
"Same result. Better price."
Simple. Clear. Repeated everywhere price is discussed.
VS
Dulux's counter, today
"..."
No coherent counter-argument on social. The price conversation is happening without Dulux in it.
The category conversation is already happening.
Renovation inspiration, colour choices, home transformation, every day across Instagram, TikTok, and YouTube. Nigerian consumers are watching home content, saving palettes, following interior creators, and forming paint brand preferences through that content whether or not any paint brand is present in it. Most are not.
IG
Interior creators, room reveals, saved palettes
TT
Transformation videos, colour reveals, DIY first home
YT
Long-form renovation, contractor walkthroughs
The brand that shows up consistently in those moments, with content that is actually useful, culturally real, and emotionally resonant, does not just win social metrics. It wins the category.
New launch, opportunity signal
Dulux Spruce
Dulux's new, more affordable paint range, designed for a younger, more discerning audience segment. With catchy product names built to speak to a new generation of Nigerian buyers, Spruce is Dulux's clearest signal that it understands the market is changing.
First-home buyersYounger demographicsAffordable premiumUrban renters and owners
Section 03
The Audit
Strong brand awareness. Broken social engagement. A conversation happening without Dulux.
03 / Social Audit
Dulux Nigeria
today.
The data tells a clear story. Strong brand awareness. Broken social engagement. A conversation about paint happening entirely without Dulux.
Current platform numbers
220KFacebook Followers
26KInstagram Followers
143People Actively Talking About This
0.065%Engagement Rate
3,236Instagram Posts Published
LOWTikTok Output vs Category
The diagnosis
Product content. Not people content.
The feed is colour swatches and room aesthetics. The Nigerian behind the wall, the contractor, the homeowner mid-renovation, is absent. Paint is emotional. The content strips that away entirely.
Present on TikTok, not yet pressing the advantage.
Dulux is on TikTok, but the channel is under-utilised relative to the opportunity. TikTok grew 57% in Nigeria to 37M+ users. Transformation videos, colour reveals, and home improvement content are the highest-growth niche on the platform. The infrastructure is in place, the volume, format discipline, and creator activation are not.
The value war is being lost in silence.
Berger, Eagle, and Prestige are winning on price at the paint counter. Dulux's social channels offer no rebuttal, no durability story, no coverage proof, no premium justification. The price conversation is happening without Dulux.
Section 04
The Creative Campaign
How our thinking addresses the problems the research highlighted: price sensitivity, the need to induce trial, and a generation not yet used to the Dulux advantage.
04.1 / The Observation
Colour hits you
first.
Walk into any Nigerian celebration and colour hits you before anything else does.
Ojude Oba
Tens of thousands arrive in hand-embroidered agbada, coordinated by family, by age-grade, by clan, in combinations of colour that professional designers spend careers trying to achieve. Nobody hired a creative director. The community did it from memory, from tradition, from taste.
Argungu
The banks of the Kebbi River become one of the most visually arresting spectacles on the African continent. Thousands of bodies, fabrics and movement creating a living canvas that no art director could stage.
The Lagos Owambe
At an owambe on any Saturday, the aso-ebi coordination across hundreds of guests is colour theory applied with a sophistication that bypasses any formal education.
Balogun Market
Ankara stacked floor to ceiling on an ordinary weekday. Colour here is not saved for the big days.
04.2 / The Insight
Nigerians are the world's most instinctive colourists.
This is not an opinion. It is observable, repeatable and undeniable anywhere you look. Colour for Nigerians is not decoration. It is identity, it is ritual, it is how Nigerians show up in the world. No other people does this with the same instinctive fluency, the same unapologetic joy.
And Dulux, a brand that has been in the colour business in Nigeria since 1960, is the only brand with the heritage, the depth of expertise and the product range to stand next to this truth and mean it.
Colour, for Nigerians, is not decoration. It is identity.
Hence our campaign
In Our
Colours
In Our Colours is a celebration of something every Nigerian already knows: colour is not something we think about, it is something we live. From the market woman in Balogun arranging her fabrics by shade before the first customer arrives, to the fishing communities of Argungu whose riverbanks transform into a canvas of bodies and cloth, to the families at Ojude Oba who have coordinated their agbada by age-grade and clan for generations without a mood board or a reference. Nigerians have an intimate, instinctive, deeply personal relationship with colour that is unlike any other people on earth. It is how we express who we are, where we come from, and what we are celebrating. It is identity made visible. In Our Colours names that truth for the first time and gives it a home.
And that home is Dulux. A brand that has been in the colour business in Nigeria since 1960, present through every decade of this country's most vibrant self-expression, manufacturing the colours that go on the walls of the homes where Nigerians live their most colourful lives. In Our Colours is the moment Dulux steps forward and claims what has always been true: the brand which understands colour most deeply belongs next to the people who live it most fully. From the festival to the living room wall, from the aso-ebi to the accent wall, Dulux is where Nigerian colour expression comes home.
04.3 / Campaign Architecture
Three horizons. One platform.
The work
Execution.
Horizon 01 · Awareness
Plant the Flag.
The moment Nigeria meets In Our Colours. Unmissable. Simultaneous. At scale.
Horizon 01 / Activity 01
The Campaign Key Visual
(Musical Brand Film).
A cinematic, music-led storytelling film shot across Nigeria's most colour-saturated moments.
The film concept
This is the emotional detonation. Ojude Oba, Argungu, the owambe, the market. An original composition. Dance. Ambassadors and influencers woven naturally into the cultural fabric, not as presenters but as participants.
The film does not advertise paint. It makes Nigerians feel seen in their colour identity and plants the Dulux name next to that feeling permanently. Every piece of content in every horizon that follows refers back to this film. It is the roof of the entire campaign. Without it, everything else is just content. With it, everything else becomes evidence of a brand truth.
The film ends on a single quiet moment. A freshly painted wall. Vivid. Still. Alive. Then the line.
In Our Colours.
Dulux Nigeria.
Proof of capability · Daraju We Rise, official brand film
Scripted, written, produced and filmed by Amplify Agency end to end.
The roof of the campaign
Every piece of social content, every OOH image and every always-on post refers back to the film. It plays on YouTube, it is cut into 60-second and 30-second edits for paid digital, and it is the first thing Dulux Nigeria plays at every brand presentation for the next three years.
We have done this before
For Daraju's anniversary, Amplify Agency scripted, wrote, produced and filmed a musical brand film from start to finish. Original music, full cast, cultural storytelling, end-to-end production. That capability is what we bring to Dulux Nigeria. Not a concept to hand to a production house. A fully owned, fully delivered creative asset produced by Amplify.
Horizon 01 / Activity 02
The Campaign Key Visual
(Still).
If the brand film is the emotional anchor, the static key visuals are the visual language of In Our Colours made physical and permanent.
These are examples of the static work. Hero images shot across the same cultural locations, each one a gallery-quality frame of a Nigerian in full colour expression, carrying the Dulux colour that matches the dominant shade in the picture.
The statics run across national OOH, digital and press at the same time as the film launch. It is the campaign you can hold still, the frame that stops you on a billboard the way the film stops you on a screen.
Together the film and the statics create one complete system. One moves, one stays, both say the same thing.
Horizon 02 · Relevance
Enter the Culture.
The campaign moves from something Nigerians saw to something Nigerians participated in.
Horizon 02 / Activity 01
Festival Colour
Moments.
Nigerians do not just watch these festivals. They dress for them weeks in advance.
The colour coordination at Ojude Oba alone, thousands of families arriving in hand-embroidered agbada coordinated by age-grade and clan, is the single most powerful real-world proof of the In Our Colours insight.
Dulux shows up at both festivals not as a sponsor with a branded tent but as a brand that belongs. A beautifully designed Dulux Colour Station where festival-goers discover the Dulux name for the colour they are wearing. A premium printed portrait card to keep and share. Cinematic content captured on the ground that feeds social for weeks after the festival ends.
The festival is not an activation. It is where the campaign goes to find its most compelling evidence and bring it back to the nation.
Horizon 02 / Activity 02
Dulux
Colour Influencers.
Interior designers and DIY creators are where Nigerians go for ideas. They are the discovery layer for how a space could look.
Nobody saves a post because of a colour. They save it because of what the room became. Interior designers show what is possible. DIY creators show that it is doable. Between them they drive most of the ideas, questions and comments happening around Nigerian homes online.
In Our Colours brings these voices into the campaign as Dulux Colour Influencers. They document transformations in real Nigerian spaces, from first idea to finished room, and Dulux is the brand that made the change possible.
Who they are
30 to 40 interior designers, decorators and DIY creators working with the campaign year-round. Professional reveals from designers, practical how-to content from DIY creators.
Why it works
The audience is not looking for paint. They are looking for a home that feels different. These creators show the transformation, and the paint becomes the way to get there.
Horizon 03 · Conversion
Live in the Home.
The campaign moves from the festival to the living room wall.
Horizon 03 / Activity 01 · Always-On Social
Five pillars that keep
the platform working.
The campaign gives Dulux the argument. The pillars give Dulux something to post every week of the year.
Going through the Dulux Nigeria social channels, the clearest issue was the sell mindset behind the content. Almost every post was built to push a product, and very little was built to teach anyone anything or help them decide.
Our strategy treats social as a discovery and education platform, not a direct sales channel. People come to learn what colour can do in their home, and the purchase follows the confidence we give them.
What changes in practice
The same product, posted two ways. One sells. One teaches.
The exampleSell mindsetDiscovery and education
A new white
New Dulux Weathershield. Available at stores nationwide.
A short video on why most Nigerian living rooms feel dark by 4pm, and which two whites actually bounce light in a room with one window.
Colour choice
Buy Dulux today and transform your home.
A tailor picks a gele and we match it to a Dulux shade, then show the same shade on a bedroom wall in morning and evening light.
Painting a room
Visit your nearest dealer now.
A painter answers the five questions people ask most: how much paint for one room, primer or no primer, roller or brush, drying time, how to cut a clean edge.
Pillar 01
Colours of Culture
Keeps the campaign idea alive all year.
Ojude Oba palettes, Ankara, gele shades, festival colour. This is what stops In Our Colours from fading into a one-off launch moment and turns it into something the brand posts against every week of the year.
Pillar 02
Colours of Home
The bridge from culture to product.
Rooms, corners, before and after, real Nigerian homes. The clearest example of what comes out of this pillar is an accent wall series: a dining area one week, the sofa wall the next, the TV wall after that. Before, process, reveal, thirty seconds, the whole space changed by one decision.
Pillar 03
Colours of Us
Puts people at the centre.
Spotlight Nigerians whose personalities, professions and lifestyles embody the campaign. This humanises the brand and creates a rich portrait series for social. Artists, tailors, painters, chefs, dancers, architects, creators, families, children, community leaders.
Pillar 04
Colours with Purpose
Builds authority through useful content.
Educate audiences on colour psychology, combinations and practical design advice. Colour pairings, mood boards, colour meanings, choosing colours for Nigerian lighting, small-space colour tips, seasonal palettes.
Pillar 05
Colour in Motion
Short-form video, platform native.
Show colour being created, revealed and experienced. Paint transformations, satisfying roller shots, colour reveals, transitions, creator collaborations, behind-the-scenes of murals or renovations.
Horizon 03 / Activity 01 · Conversion
Every post carries a
path to purchase.
No content pillar and no campaign horizon should end at the reveal.
Website
The dealer locator and Colour Centre booking linked directly from the bio and the call to action on every relevant post, so the nearest place to buy is one tap away.
A Dulux WhatsApp Business line for queries, colour requests and bookings, so a viewer can move from watching content to getting a real answer without leaving the conversation.
This is the difference between social media that performs and social media that sells. The content earns the attention, the channel converts it, and both are measured.
Horizon 03 / Activity 01 · Creators and UGC
Creators, with the
rights secured upfront.
The creator programme runs alongside the retainer, with Dulux in control of the budget.
Budget
The creator budget is managed directly by Dulux, outside the Amplify retainer. We recommend, brief, cast and run the programme. Dulux holds the spend.
Usage rights
Every creator engagement includes the right to reuse the content for promotional purposes, organic and paid, secured upfront as part of the agreement with each creator. Nothing good gets made and then locked away.
Horizon 03 / Activity 01 · Community Management
Moderation, DMs and where each one goes.
Complaints
Escalated to Dulux and CAP customer service for resolution, and acknowledged by the community team within a set response window.
Technical and product questions
Handled directly by the community team using an agreed FAQ and knowledge base.
Dealer and purchase enquiries
Logged and passed to the Dulux sales team.
Business and contractor leads
Logged and passed to the Dulux sales team, never closed out with a generic reply.
Response timeline
Comments and DMs
Acknowledged within 1 hour during business hours
Complaints
Acknowledged within 1 hour, escalated to Dulux and CAP customer service the same day
Contractor and business leads
Passed to the Dulux sales team within 24 hours
Our competitive advantage
The Dulux Content Studio. Built, populated and ready.
Most agencies manage a year of content in spreadsheets, decks and WhatsApp threads. We built Dulux Nigeria its own platform, and the 2026 calendar is already inside it.
Dulux Content Studio · 2026 Calendar
2026 · Dulux Content Calendar
In Our Colours, month by month
248
Posts planned
56
Approved
18
In review
January20 posts
100% approved0 outstanding
February22 posts
82% approved4 outstanding
March21 posts
57% approved9 outstanding
April20 posts
30% approved14 outstanding
May22 posts
0% approved22 outstanding
June20 posts
0% approved20 outstanding
DraftInternal reviewWith clientApproved
Illustrative view of the Dulux Content Studio. The live platform is available for stakeholder access on request.
What it does for the Dulux team.
01
A 12-month calendar, live
Every post for the year sits in one place, by month and by day, mapped to the content pillars and the cultural moments that matter. Dulux can see February in October.
02
One-click approval
No more decks in email threads. Each post has its own page with the visual, the caption and the date. Approve, or send it back with a comment. The status changes for everyone the moment you click.
03
A clear chain of custody
Draft, internal review, internal approved, with client, approved or needs revision. Nothing goes live without passing through the Dulux side of the workflow, and every decision is recorded.
04
Reporting built into the same place
Monthly performance reports sit next to the content that produced them, so the conversation about what worked happens against the actual posts.
05
Roles for the whole team
Brand, marketing, trade and management each get their own access. The right people approve, everyone else can watch the year take shape.
06
Already built for Dulux
This is not a promise or a roadmap item. The Dulux Content Studio exists, it is populated with the 2026 calendar, and it is ready for stakeholder onboarding from day one.
Approvals are where good work slows down. A calendar that lives in one shared place, with a clear owner at every stage and a record of every decision, is the difference between content that lands on the cultural moment and content that arrives a week late.
Included in the retainer
Platform onboarding for all Dulux Nigeria stakeholders from day one, at no additional cost. The 12-month opportunity calendar, one-click approval and the performance dashboard are part of how we work, not an upsell.
Horizon 03 / Activity 02
Peel and Stick
Colour Sampling.
The single biggest barrier between a consumer considering a Dulux colour and actually buying a tin is fear.
Fear of committing to the wrong colour. Fear of painting an entire wall and hating it. Fear that what looks right on a screen will look wrong on their actual wall in their actual light.
Peel and stick colour samples, premium Dulux swatches a consumer applies directly to their wall to see the colour in their own space before buying, remove that barrier entirely.
As a content format
Nigerians posting their walls covered in Dulux colour samples, asking their followers which one to choose, documenting the decision, revealing the final colour. Inherently shareable, inherently interactive, and on-brand for In Our Colours, because it puts the colour decision in Nigerian hands, in Nigerian homes, on Nigerian walls.
Paired with the Colour Centre
With the free colour consultation at the Dulux Colour Centre, the consumer has two entry points into a Dulux purchase with zero risk and maximum confidence.
A note on
Spruce, the campaign's
younger voice.
In Our Colours has a younger voice.
Nano creatorsFirst apartment revealsColour drops
Spruce carries the campaign into TikTok-first territory, faster, sharper, more irreverent, speaking to the 25 to 35 year old urban Nigerian forming their first home identity. The Spruce buyer dresses with intention, curates their Instagram, and has never thought of their walls as part of that self-expression.
Spruce tells them it is. In their language. On their platform. Through people who look like them. Nano creators. First apartment reveals. Colour drops. TikTok-native formats. The Spruce colour names as content in themselves.
The scope of Spruce as a dedicated content stream is a conversation we are ready to have, with a clear recommendation on what it looks like and what it costs.
The Campaign System
Three horizons. Six activities.
Plant the Flag
The Musical Brand Film
The emotional roof. Every piece of content in every horizon refers back to it. Without it everything is just content. With it everything becomes evidence of a brand truth.
Plant the Flag
The Portrait Campaign
The campaign held still. One moves, one stays. Both say the same thing.
Enter the Culture
Festival Colour Moments
Not an activation. Where the campaign finds its most compelling evidence and brings it back to the nation.
Enter the Culture
Dulux Colour Influencers
Designers and DIY creators show the transformation. Dulux becomes the brand that makes it possible.
Live in the Home
Always-On Social
Five content pillars running every week of the year. Social as a place to discover and learn, not a sales counter.
Live in the Home
Peel and Stick Colour Sampling
Removes the single biggest barrier between consideration and purchase. Zero risk. Maximum confidence.
That is the creative platform. What follows is how we put media behind it, how we measure it, and what it costs.
Section 05
Paid Media
Three horizons, three media layers, planned and bought through Mediology.
05.1 / Media Architecture
One platform,
three media layers.
Media planning and buying runs through Mediology, end to end across TV, radio, OOH, and digital, integrated with the social strategy rather than bolted onto it.
The campaign architecture and the media architecture are the same shape. Each horizon has a job, and each job has a media layer built to deliver it. Reach buys the awareness. Culture buys the relevance. Conversion buys the last step into the store.
Ad spend is owned and funded by Dulux Nigeria. Amplify earns a 15% commission on managed spend, and every layer is planned against the category entry points Grey Matter has mapped for the paint buyer.
Layer 01
Reach
Plant the Flag · Awareness
The brand film and the key visuals carry the platform into the market at scale. Bought for coverage, not for clicks.
YouTubeMeta reach buysOOHTV and cinemaRadio
Layer 02
Culture
Enter the Culture · Relevance
Festival moments and Dulux Colour Influencers run where the conversation already lives. Bought around cultural calendar dates and creator content.
InstagramTikTokCreator whitelistingEvent and festival digital
Layer 03
Conversion
Live in the Home · Conversion
Always-on social and peel and stick sampling drive the last step. Bought on intent, retargeting, and store proximity.
Meta and TikTok retargetingGoogle and YouTube intentGeo-targeted store radius
05.3 / The Compounding Effect
What consistent spend buys Dulux over twelve months.
Paid media does not work in bursts. Meta and Google reward brands that show up every month, and the return builds on itself. Move the budget and watch what happens to the numbers that decide whether Dulux is the first brand a Nigerian thinks of when it is time to paint.
Monthly media budget
₦12Mper month
Meta and Google carry the weight. Move the slider to see what consistent monthly investment does to reach, awareness, share of voice and mental availability across a twelve month run.
₦2M₦26M₦50M
Monthly reach
23.7M
from 17.7M in month 1
Prompted awareness
55.8%
+14.8 pts
Share of voice
26%
+15.0 pts
Mental availability
38.4%
+16.4 pts
Monthly reach, millions
Brand metrics, percent
AwarenessShare of voiceMental availability
Illustrative model based on Meta and Google delivery benchmarks in the Nigerian market. Actual figures are confirmed once media planning is finalised with Mediology.
05.2 / Channel Roles
Two buyers. Two media conversations.
Established buyer
Facebook, Instagram, YouTube, OOH, radio
Durability, coverage proof, and premium justification. The value story told in the places this buyer already trusts.
Emerging buyer, 25 to 35
TikTok, Instagram, creator whitelisting
Transformation content, creator-led discovery, and Spruce as the on-ramp. Peer proof before brand claim.
The contractor
Trade content, WhatsApp, community and events
The most powerful influence in the category and the least contested. Recognition, not advertising.
Always-on retargeting
Meta, TikTok, Google intent
Everyone who watched, saved, or engaged is pulled back at the point of purchase decision.
Media planned by Mediology, creative built by Amplify Agency, both briefed off the same Grey Matter intelligence.
Section 06
Measurement
Mental availability, tracked quarterly against every category entry point.
06 / Measurement
Mental availability,
tracked quarterly.
Social media done right builds mental availability, the measurable likelihood that a consumer thinks of Dulux first when they enter the category. That is what we report against.
Reporting cadence
WeeklyContent performance review and optimisation
MonthlyStrategy and performance report
QuarterlyGrey Matter brand health tracker
OngoingCompetitor monitoring
Measurement runs on the Ehrenberg-Bass framework applied to paint. Brands grow by reaching more category buyers more often, in more buying situations. Dulux content is engineered to show up at every category entry point a Nigerian buyer encounters, and we track whether it is working.
01
Identify CEPs that drive paint purchase
02
Map distinctive Dulux assets to each CEP
03
Build always-on content against each
04
Track mental availability quarterly
Brand health tracker, quarterly
Brand Salience
62
+4 pts
Quality Perception
71
+2 pts
Value Perception
38
-3 pts
Mental availability vs category
Reach, 30d
412K
+38%
Engagement
3.4%
+2.1pt
Follower Growth
+8.2K
+11%
Every month we review what worked, what did not, and adjust the strategy accordingly. Content that earns attention gets more investment. Content that does not gets replaced.
Section 07
Investment
One retainer. Full group capability. Everything Dulux Nigeria needs.
07 / Investment
Scope &
Investment
One retainer. The full Amplify Group. Everything Dulux Nigeria needs to build and sustain mental availability as Nigeria's most trusted paint brand.
All fees exclusive of VAT. Video content production quoted separately per project and scope. Production beyond agreed scope quoted per project.
Amplify x Dulux Nigeria
₦3,500,000
Per Month
What is included
Week One forensic audit of all Dulux Nigeria social channels. Findings delivered before content begins
Grey Matter quarterly consumer intelligence briefing. Category entry points, audience insight, brand health tracking
Full content strategy and pillar development grounded in audit and intelligence findings
Dulux Content Studio access and onboarding for all Dulux Nigeria stakeholders from Day One. 12-month opportunity calendar, one-click approval, performance dashboard
20 to 24 posts per month across all formats. Static, carousel, and graphic content
Daily community management, comment moderation, and DM handling across all active channels, with agreed escalation routing and response times
Creator programme recommendation, briefing and management. Creator budget held and paid directly by Dulux, outside this retainer
Monthly strategy and performance report
Ongoing competitor monitoring
A Note on Video Production
Video content, Reels, TikToks, long-form YouTube, the In Our Colours brand film, and the transformation and colour in motion formats, is produced by Amplify's in-house studio and quoted separately based on volume, complexity, format, and production requirements. We recommend discussing a monthly video production package alongside this retainer to ensure a video-first content strategy is fully resourced.
In Our Colours · Dulux Nigeria
In Our Colours is a brand platform that can be dimensioned into several different executions and is designed to last the Dulux brand in Nigeria for a very long time, not just a single campaign moment.
Thank you
In Our Colours.
Dulux Nigeria.
By Amplify Agency.
Contact
Alex Edem
Title
Managing Director, Amplify Agency
Email
hello@amplifyng.com
Offices
Lagos · Toronto · New York
All ideas, concepts, creative territories and executions presented in this document are the intellectual property of Amplify Agency Limited and do not represent a finished, approved or contracted body of work, nor any transfer of ownership to Dulux Nigeria or CAP Plc. They are shared in confidence for the purposes of this pitch only and may not be reproduced, adapted or executed in whole or in part without the written consent of Amplify Agency Limited. This is also not a fully fledged campaign, only the start of how we are thinking creatively about the brief.