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For years, Twitter has been at the center of conversation on topics in Nigeria, from serious social issues to everyday marital relationships. However, the latter rarely generates large-scale brand marketing vehicles.
But that’s exactly what happened to Deborah Oraki, better known as Mumsey, last week. On January 4, Oraki tweeted about waking up at 4:30 a.m. to make lunch for her husband. It spread quickly.
As usual, opinions were divided. While some praised Oraki for upholding traditional values, others criticized her choice as a regression to gender stereotypes. Social media users passionately debated the topic during her three days, following a pattern of focusing on trends until the next one emerges.
However, while the initial uproar subsided, Mr. Oraki did not. Her old tweets went viral, revealing that her refrigerator and microwave were missing. In Africa, owning a refrigerator indicates middle-class status. Oraki did not fit into this bracket.
Some users crowdfunded to buy Olaki a new refrigerator. This small act set off an avalanche. Digital bank Kuda matched his donation of over 2 million naira. Mobile phone manufacturer Infinix gifted the device. After that, all kinds of brands rushed to gift her everything from her insurance, real estate, scholarships and even her petrol ticket from NNPC.
Olaki had become a major marketing vehicle. Her followers have skyrocketed and now number over 160,000. Engagement has been a whirlwind. Ever since chef Hilda Bachi broke the world record last year, she has emerged as Nigeria’s biggest internet star.
Oraki’s story mirrors the “KFC couple” that went viral in South Africa. After being ridiculed for proposing at KFC, public and corporate donations funded their dream wedding.
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