YOUR FIRST TASTE
COWBELL RAMADAN
THE CAMPAIGN IN ACTION
Before the first taste, someone cared.
One human idea. A month of relevance. Nearly 100 million recorded Meta views.
Ramadan relevance is earned every day. Cowbell needed its campaign to stay useful across the month, beyond the launch film. We found the connecting thread in the care that happens before Sahoor and Iftar: someone prepares, someone shares, someone brings everyone to the table.
The Republic’s Nigeria digital and social execution turned “Your First Taste” into four recurring actions: prepare, make, share and recognise. Stock-up content, Sahoor ideas, regional meals and creator recipes made the brand useful. Sharing invitations, a 30-action calendar and thank-you prompts gave people ways to participate.
Each format did a different job. Together, they gave one human idea a consistent role throughout Ramadan.
The supplied Meta records show 99,999,862 views and 51,654 interactions across 44 Nigeria Facebook and Instagram posts, observed on 8 September 2026. Distribution was predominantly media-supported; these cumulative post views include repeat exposure.
The Republic: Nigeria digital and social execution within the wider regional campaign.
Social strategy · Content planning · Creator collaboration · Campaign amplification
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