LifeLager and 33Exports needed more than just influencers; they needed cultural connectors. For Life Lager, the goal was to find talents that could tell modern stories rooted in tradition. 33 Export was about tapping into Nigeria’s booming skit and comedy scene to drive relatability and engagement. The mission was clear: curate influencer partners who could help these two heritage brands speak the language of today’s consumer while staying true to their cultural DNA.

The Process

We didn’t just compile a list, we built a strategy.

For Life Lager, we focused on key passion pillars that resonate deeply with its Igbo audience:


Music, Movies, Culture, Entrepreneurship

Our approach mapped each influencer across three critical demographics:

  • 18–24: Trendsetters redefining what it means to be proudly Igbo

  • 25–34: Young professionals rooted in culture, yet fluent in lifestyle

  • 35+: Custodians of tradition with credibility and voice

We assessed every influencer using custom metrics to reflect cultural alignment, growth potential, followership strength, and brand fit.

For 33 Export, the brief shifted to comedy and micro-influence. The task was to identify emerging talents who deliver creativity, consistency, and cultural flavour in short-form formats that Nigerians love.

The Insight

Each influencer we shortlisted wasn’t just popular—they were purposefully chosen to match brand pillars.
🎵 For Life Lager: The Sound of Culture


  • The Cavemen: Modern Highlife icons bringing youth into traditional rhythms


  • Umu Obiligbo: Cultural preservationists with massive grassroots appeal


  • Phyno: Igbo rap legend bridging mainstream and roots


  • Flavour: The evergreen king of cultural fusion


    These creators are more than artists, they are lifestyle icons whose audiences see them as living proof that tradition can evolve.
    Nollywood Power for Deeper Brand Storytelling


  • Pete Edochie & Ngozi Ezeonu: Cinematic legends with cross-generational impact

  • Zubby Michael & Stan Nze: Energetic, bold voices who blend old and new narratives

     Together, they create a cultural spectrum that resonates across age and class.

For 33 Export: The Comedic Edge

We homed in on micro-creators in comedy and skit-making, where the brand could be seen, felt, and laughed with, not just talked about. Their influence lives not just in their numbers but in their day-to-day relatability.

The Recommendation

We didn’t just provide a list, we gave a scalable influence framework tailored to each brand’s goals.

  • For Life Lager: Pair legacy with trend combine icons like Pete Edochie with rising voices like Stan Nze to reflect the past, present, and future of Igbo pride

  • For 33 Export: Activate a rotating crew of micro-comedians, building always-on presence

  • For Both Brands: Prioritize culturally resonant content themes across platforms like Instagram, TikTok, and YouTube, with tiered influencers activating based on campaign moment.

The Outcome

LifeLager now has a powerful influencer roadmap rooted in real cultural insight, not hype. These creators were not just selected, they were strategically aligned to spark authentic conversation, drive relevance, and grow affinity across diverse consumer segments.

What we built is more than a list; it’s a system of influence.
At ImpressionsON, we help brands like Life Lager and 33 Export find voices that carry tradition, trend, and audience connection.
Let us build a network of storytellers who speak your brand’s language.