How Tolaram used Wyza to validate 3 Minimie campaign routes in 72 hours.
From 6-week agency cycles to 72-hour turnaround, at 1/10th the cost.
24x scale
Reached 300 consumers in 3 days vs 12 in a traditional focus group.
6x faster
72 hours vs 6 weeks for comparable traditional study.
1/10th the cost
A fraction of the agency-equivalent cost
Direct business impact
Informed the full media allocation before campaign launch.
About the customer
Tolaram is one of Africa's largest consumer-goods groups, behind household brands like Minimie. When the team needed to choose a creative direction for a new Minimie campaign, the stakes — and the media budget — were significant.
The problem
The team had three strong campaign routes and a launch window closing fast. The traditional path — brief an agency, recruit a focus group, wait six weeks for a readout — would have eaten most of the runway before a single Naira of media was committed.
They needed to know which route actually moved purchase intent with real Nigerian consumers, not which one tested best in a boardroom.
The five benefits
- 1.Reached 300 consumers across target segments in three days, versus a dozen in a single focus group.
- 2.Ranked all three routes on clarity, appeal, and purchase intent — with the reasoning behind every score.
- 3.Surfaced voice and video reactions the team could play directly to leadership.
- 4.Delivered the full readout in 72 hours, freeing six weeks of runway for production.
- 5.Came in at roughly a tenth of the agency-equivalent cost.
Closing quote
"Wyza gave us the confidence to commit a major media plan to a single route — in days, not months. It's now the first thing we reach for before any major launch."