In 2022, Biola Olaore had just resigned from his job in PR and wasn’t sure what he would do next. Then suddenly, an offer he had not premeditated to collaborate with Funke Akindele showed up.
“You wouldn’t want to miss an opportunity to make history alongside the Funke Akindele,” he told Zikoko.
Since then, he has become her publicist, collaborating with her on marketing initiatives for the record-breaking film A Tribe Called Judah and, most recently, Everybody Loves Jenifa.
In this week’s edition of #MadeinNigeria, he opens up on how he worked with her on the marketing for Everybody Loves Jenifa, which, with over ₦1.4 billion in ticket sales, is currently the highest-grossing Nollywood film of all time.
This interview has been edited for clarity and length
How did you meet Funke Akindele?
Let me start off by saying that she found me! This was in 2022. I had just wrapped up my very third PR project in Abuja after resigning from my job in a PR firm few months prior. The beautiful part is that Chude, whose job I had just resigned from, recommended me to Aunty Funke, and she sent her sister to find me at home in Surulere. That was wild! I have been working closely with her since then.
What was it like working with her on Everybody Loves Jenifa?
So, with Aunty Funke, if you have the opportunity to work with her closely, you’ll realise that one of her life’s missions is to break every marketing protocol and standard that exists in entertainment marketing in the country.
I had worked with her on other projects, but only in the final stages, like PR leading up to the premiere and after that. But this time, she just woke up and decided she wanted to do the PR from the conceptualisation down to the very end. So, I was involved from the day she decided to make Everybody Loves Jenifa.
Funke Akindele is incredibly brilliant and talented at execution. It’s an insane combination. With her, you have to throw away anything you know about PR and just listen to what she wants to accomplish because she’ll definitely tell you exactly what she wants to achieve and how she thinks it should be done. I have never met anyone like her in my entire career.
There are days I sit and hear her say things, and I’ll be like, “What? How does a person come up with this?”
What were your priorities coming up with the plan with her?
It’s understanding the audience, listening to them, and giving them exactly what they want and more. Nobody can market your stuff as much as you, so no matter what idea you bring to her or what you’re working on, she’s on top of it to make sure that vision in her head aligns with the outcome.
She’s the perfect client any PR and comms person will be glad to have. You share an idea with her, and she gets it immediately. For the ones she doesn’t understand, she automatically swings into asking 360-degree questions to understand what is being said.
You said that you started working with her from the start of production. When did PR work start?
The marketing and PR for ELJ started the very first day the first draft of the script was written. Every cast member, scene, location—in fact, everything—was intentionally made and selected to thrill both old, new, and curious fans.
No stone was left unturned.
What were some of your references?
There’s no template for the level of creativity and execution that was done for ELJ. Everything was custom-made. If anything was brought from anywhere else, it’s basically the learning from other projects we’ve done in the past and practically making things we’ve done before better and bigger.
What were some of the themes in the movie you wanted to amplify with the PR messaging?
Everybody Loves Jenifa (ELJ) is a feel-good film that masterfully blends comedy, action, romance, drama and relatability. Since it was created with joy and family in mind, it was crucial to ensure that our campaign reflected this warmth and energy.
We wanted everyone involved in the project to feel the genuine love and excitement that the film embodies; that way, the fans would also feel and see how genuine this project is.
By infusing our campaign with this positive vibe, we created a shared experience that would resonate with our audience and leave a lasting impression.
How did you leverage social media on this project?
Social media is undoubtedly a powerful tool in today’s digital space, and Funke Akindele is a masterclass in leveraging social media to capture attention and build a massive following. Her dedication to continuously improving and expanding what already exists is inspiring.
I feel like she’s always asking herself, “How can I make this better and bigger?” This forward-thinking approach has enabled her to build a loyal fan base, making social media a crucial component of our promotional strategy for Everybody Loves Jenifa.
What were some of your standout moments from the campaign?
There’s so much to pick from: the announcement that featured A Tribe Called Judah and Omo Ghetto, the contents leading to the premiere, have you heard about Everybody Loves Christmas? I’m sure you have.
Were there moments during the campaign when you had to pivot or adapt your strategy? If so, how did you manage that?
If you would work on a Funke Akindele project and excel, you have to be ready for a lot of last-minute changes and decisions because, from what I have come to understand on this project, today’s strategy may be outdated by tomorrow morning or over-exploited. We are in the age of fast content, so you always have to be ready to lead in deeds if you want to stand out.
What do you think made the PR campaign for Everybody Loves Jenifa so successful?
I believe the PR campaign for Everybody Loves Jenifa was successful because everyone involved took it personally. This project, from the onset, has never been about profit; it is a labour of love and about raising the bar so high.
The approach to this film was rooted in a deep respect for the audience, and making sure that everyone involved, from cast to PR understood the vision clearly enough to run with it. Simply doing the bare minimum wouldn’t be enough. Fans and humans generally are discerning; they demand excellence and value for their money.
By prioritizing quality and authenticity, we were able to create a campaign that resonated with the audience. It’s clear that when you put love, care, and attention into a project, the results speak for themselves.
This campaign’s success is a result of passion, dedication, and a genuine connection with the people it was created for.
One thing you need to know again is that anyone who repeatedly came to work with a weird or negative energy automatically fell off from the project. There was and is still no place for that. You have to show up wholeheartedly and joyfully, and everyone could see that because energy would never lie.
How do you measure the impact of a film’s PR campaign in Nollywood, especially when targeting such a broad audience?
The fact that this interview is happening in the first place is a true revelation of what has been done. The bar was created and shattered in every ramification possible, from respecting and treating the talents the way they should be treated to ensuring that the film’s delivery is stellar.
This film, at this point, is very much a miracle. I don’t think there’s a Nigerian with working social media who did not get to know about this project.
What moment from the campaign are you particularly proud of?
One moment that stands out? There are so many, this is a huge project but I’ll try to align my response with your question:
1. The day we filmed the Christmas song. I’d been on set since 10 am, and people came and went, taking breaks to recharge. But Aunty Funke was different.
She was there at 10 am, and when I thought everyone had wrapped up, she was still going strong. I took a nap around 1 am, exhausted, but when I woke up at 3 am, she was fully dressed, searching for shoes for a cast member in the costume department.
The next time I saw her, she was in the food department, asking what people would eat at 3 am! I was amazed. That moment, I knew I had to step up my game and match her energy, no matter what.
And I think it’s important to note that she treats everyone equally, with so much grace and respect. Everyone is personal to her. That was beautiful to witness.
2. The premiere and everything leading to that day, truly inspiring and amazing. The premiere was done intentionally, every guest, element and performance was carefully curated to create beautiful experiences.
What advice would you give to aspiring PR professionals who want to work in Nollywood?
To aspiring PR professionals who want to work in Nollywood, I’d say that believing in the vision is paramount. It’s not just about the financial gain; it’s about being invested in the project’s success. Adaptability is also crucial — understanding how your client or partner operates and being willing to adjust your approach accordingly.
The moment profit outweighs proper execution, you’ve limited what could have been, and by so doing, you’ve lost the whole definition of PR.
My advice would be to be selective about the projects you take on. If you don’t genuinely believe in the cause or vision, it’s best not to get involved. And if you do decide to take on a project, be prepared to give it your all and more. Half-hearted efforts rarely yield exceptional results.
