Tripling ROI by letting a trusted voice say what an ad couldn’t.

01 — Where it started

Jesdit makes a reusable cooking pouch for moi moi, the steamed bean pudding that’s a staple in Nigerian and West African homes. Strong product, real quality. But legacy cookware brands and aggressive DTC startups owned the feed, and product ads on their own weren’t building trust.

02 — What was really going on

Nobody needs moi moi explained to them. As the ad put it, it has always been messy and hard to make. Buyers needed someone they already trusted to show them an easier, safer way to make the dish they grew up on.

03 — What I did

1. 01

   Borrowed trust. An influencer program with culinary creators whose audiences, engagement and authenticity matched the buyer, plus a celebrity voice the community already knew.

2. 02

   Paid behind proof. Influencer testimonials, user-generated content and product demos, amplified with paid social.

3. 03

   Answered the real objections. Demo creative built on the four things that matter in the kitchen: non-toxic and BPA-free, reusable, leak-proof, no mess.

4. 04

   Targeted the likely buyer. Cooking interests, competitor brand affinity and purchase-intent signals.

04 — The call that mattered

Running two kinds of proof side by side. The celebrity video earned attention and credibility. The plain product demo proved it could drive purchase intent on its own, no celebrity needed. Paid distribution put both in front of the people most likely to buy.

05 — What changed

• Marketing ROI up 200%, tripling the return without increasing the budget.
• Reach among cooking enthusiasts who matched the target customer.
• Engagement up across likes, comments and shares.

06 — What I'd tell you