Whether on physical or digital platforms, being in front of consumers through captivating messages has always been the cornerstone of driving sales and sustaining revenue. In this piece, which is the first publication from Infoprations’ special project on Understanding Digital Integrated Marketing Communication Series, our analyst examines how brands are not only selling products but also digital life to their consumers.
Techno’s ongoing promotion of the CAMON 40 Premier 5G on LinkedIn is selected, where the message on the product reads, “Check out all the brilliant features packed into the CAMON 40 Premier 5G. Every spec, designed to wow.” For Infinix, we considered a promotional message for the Infinix Note 50 Pro: “Stan doesn’t slow down—and neither does the Infinix Note 50 Pro. Its Pro AI keeps up with his creative flow, while the sleek design speaks to his style. Watch how performance meets precision.”
For Appledirectng, the message is “Get this 1.4Mtrs automatic desk for just N315,000. 1.4Mtrs automatic standing desk available in Black carbon fiber, White carbon fiber & Wallnut. 1400x600mm Headphone hooks & Cup holder High density steel (1.2mm thickness) Single motor, speed: 10MM/S Intelligent height memory Intelligent sedentary reminder.”
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These messages are analysed, and we found varied insights. For instance, we learned that devices and digital tools have become more than utilities; they’ve evolved into symbols of expression, productivity, and social status. Infinix, Tecno, and a growing wave of workspace solution brands in Nigeria are rewriting the marketing playbook by selling aspirations, not just hardware.
For instance, in its campaign featuring Stan, Infinix’s message isn’t just about the phone’s AI features or speed. It’s about keeping up with his creative flow. Here, the product becomes a metaphor for ambition and artistic momentum. It’s a lifestyle pitch: if you want to create, stay ahead, and look good doing it, this phone is your companion.
Similarly, Tecno’s CAMON 40 Premier 5G isn’t positioned solely as a phone with impressive specs. Instead, its #NoPoseJustSnap campaign taps into youth culture, fast-paced, spontaneous, and image-conscious. The phone promises not just clarity in pictures but confidence in moments. Tecno understands that its core demographic isn’t just buying a camera; they’re buying visibility, influence, and presence in a hyper-visual digital world.
But this identity-tech fusion isn’t limited to mobile brands. Consider workspace brands like Appledirectng, which promotes automatic standing desks with features like headphone hooks, height memory, and intelligent sedentary reminders. On the surface, it’s just a desk. But in messaging, it becomes a gateway to a productive lifestyle. For Nigeria’s growing tech-savvy, remote-working population, the desk symbolizes control, wellness, and ambition. It’s not about furniture, it’s about owning your space and schedule.
This shift reflects a broader cultural recalibration: consumers, especially Gen Z and urban millennials, are no longer buying products for function alone. They’re buying stories, alignment, and lifestyle signaling. The product must reflect who they are, or more importantly, who they aspire to be. Tech is no longer separate from identity; it is identity.
Our analyst notes that these campaigns show a savvy understanding of social media aesthetics. From slick visuals to emotional resonance, they’re designed for shareability and self-expression. Each ad is crafted not just to inform but to be reposted, reinterpreted, and re-lived on timelines.
So, what’s the lesson for other brands? Stop thinking of your product as the hero. Instead, position the consumer as the hero and your product as the enabler of their desired lifestyle. Whether it’s through a smartphone, a standing desk, or a well-lit ad, make your audience feel seen, inspired, and in control.
In an age where people curate their online selves as carefully as they do their wardrobes, brands that successfully merge tech with identity will not only sell, they’ll resonate. And in the world of digital commerce, resonance is the new currency.
Infoprations’ Understanding Digital Integrated Marketing Communications Team includes Abdulazeez Sikiru Zikirullah, Moshood Sodiq Opeyemi, and Bello Opeyemi Zakariyha