THE SECRET OF TOYIN AIMAKHU AND HER CELEBRITY BRAND ENDORSEMENT DEALS
By Dauda Bushirat
In recent years, we have seen an upsurge in the appointment of popular faces, particularly music artistes and Nollywood stars as ambassadors or celebrity endorser of various brands in Nigeria. While other brands that could not afford the luxury of celebrity faces as official ambassadors have featured celebrities in their television commercials , radio and other communication materials as models.
Celebrity endorsement is a long standing marketing communication approach in which popular culture (film, music, sports, etc.), and celebrities associated with the culture are leveraged to establish a brand image and communicate messages about that image. Celebrity branding also known as celebrity endorsement, deploys celebrity’s popularity or social standing to promote a product, business, or services or to raise public awareness on an issue.
Though, in this part of the world, we mix up brand ambassador, brand endorsers and celebrity models. The professionals in marketing communication can relate. Because celebrities are involved in the three categories, fans are not really bothered about the technicalities involved, but joy of seeing their loved stars doing great. The case of Afeez Oyetoro popularly knowns as Simply Saka porting from Etisalat to MTN is still fresh in our memory.
In choosing celebrity ambassador or endorser, Brand Managers look out for personality whose image add value to their brand image, create positive perception, appropriately communicate and live the brand messages. Some qualities are expected of such person that is going to carry the ambassadorial status of a brand. Such celebrity must be a team player, professional in his or her field, flexible, passionate, knowledgeable, real, posses interpersonal communication and leadership skills, proactive, innovative, creative and ultimately full of empathy.
Matching these qualities as highlighted, one celebrity stands out. In attracting the highest number of such celebrity assignments, the same person stands out. Considering the craze for money rituals that has characterized generation Z, somebody out there may need the heads of a whole community to equal the ‘little’ wealth she has amassed from celebrity endorsements.
This is no other person than Toyin Abraham Ajeyemi, popularly known as Toyin Aimakhu- a Nigerian actor, filmmaker, producer, entrepreneur, happily married mother of Ire, and multi brand ambassador. She began her acting career in 2003.
Just like the late legend that had death in his pouch (Anikulapo), to her credit, Toyin has lived her best life with ambassadorial deals for several companies and organizations. What makes this delectable actor tick is a concern for further research.
Her first endorsement was in Monday, 2 June, 2014, where she was made the ambassador of an ICT company, Vas2 Net Technologies association with Airtel. In 2018, Toyin Abraham signed an endorsement deal with Glo Nigeria. Then she became the celebrity face of Nigeria popular telecommunication giant, Globacom along side two other female actors, Sola Sobowale and Patience Ozonkwor.
However, despite these achievements, she did not relent in her chosen field. This is consequent upon the fact that, she has won several awards and nominations, such as best in lead roles, best supporting actress and best actress, just to mention few.
In 2020, Toyin Abraham was made the ambassador for Revolution Plus Property, a real estate Agency in Nigeria. This deal was almost going to put a tar on her white robe. To the surprise of her fans, Toyin stood up to the occasion. She understood the fact that, the trust to pay for a piece of land without physical allocation was solely hers, not of Revolution Plus Property. She was emotionally, mentally and physically involved in the resolution. To Toyin, her fans are the reason she is existing and they must not suffer. The process is still ongoing.
Based on her successful acting career and popularity, Toyin was called upon by politicians to campaign for them due to her appealing personality and high networking. She is also the latest official brand ambassador for FairMoney Microfinance bank which took effect from November, 2021. Though, the service delivery of the Microfinance bank has raised dust in the public view, this may be an angle to look into.
Toyin’s ambassadorial/endorsement success story has not stopped as she recently become the first ambassador for Checkers custard. A family brand that she has been using for years, not knowing a pleasant surprise was lurking somewhere on Checkers. The celebrated actress took to her Instagram handle to share the good news with a video of her being unveiled as the first ambassador for the brand.
By dint of hard work, Toyin Abraham Ajeyemi remains the topmost celebrity endorsement Nollywood actor and the toast of brand custodians who know their onions in Nigeria.
Photo credit Instagram@Toyin Abraham
