Delegate: Tolu Olanipekun
Affiliations: Mouka Limited
Short Bio: Head of Marketing at Mouka Limited.
Feb 2019 till date.
Previous experience in FMCG – Reckitt Benckiser & FrieslandCampina (Also in marketing 2011 till 2019).
INTRODUCTION TO THE MOUKA BRAND
• Mouka is Nigeria’s leading brand of mattresses and other bedding products.
• The brand has been adding comfort to the lives of Nigerians since 1959.
• Independent market research, as well as local and international awards of excellence, validate Mouka’s position as the preferred brand of mattresses in the country.
• Mouka is exclusively endorsed by the NSP (Nigeria Society of Physiotherapy) & NAOMT (Nigeria Association of Orthopaedic and Manual Therapists).
• Mouka continues to be a strong advocate of quality sleep and its impact on the wellbeing and productivity of every individual.
Activity: Commemoration of World Sleep Day
SUMMARY OF WORLD SLEEP DAY CELEBRATION
• All activities were centred around the 2020 theme to emphasize the importance of sleep for a better life and to the planet
• Teaser Campaign (Digital & Internal Engagement)
• World Sleep Day Celebration (Event at Mouka HQ, Courtesy visit by Nigerian Armed Forces Resettlement Center, Celebrity appearance)
• Post Event Sustenance (Print, Digital & TV)
TEASER CAMPAIGN ON DIGITAL
Mouka deployed a countdown to World Sleep Day series by deploying the 10 commandments of sleep on the following platforms:
• Twitter
• Facebook
• Instagram
TEASER CAMPAIGN – INTERNAL ENGAGEMENT
Mouka deployed a countdown to World Sleep Day series by deploying the 10 commandments of sleep on via our HR communication platforms to all our 800 staff encouraging them to share with their friends/family.
WORLD SLEEP DAY CELEBRATION HIGHLIGHTS
• Vice President NSP, Dr Nnenna Chigbo’s presentation on the 2020 WSD theme
• President NAOMT, Dr Onigbinde Ayodele Teslim’s presentation on the importance of sleeping on an ergonomic compliant surface.
• Panel discussion as well as a Q&A session (Mouka staff, Media personalities, Partner agencies, Mouka Distributors and other guests in attendance)
• WSD 2020 themed Drama skit by popular Nigerian dance troop DNTMT (communicating the importance of quality sleep)
• Attendance by high ranking officials of the Nigerian Armed Forces Resettlement Center
• Celebrity appearance by Sola Sobowale, Africa’s leading actress. She posted highlights from the event on her social media platform which was viewed by her 1,000,000 followers
POST EVENT SUSTENANCE
• 31 mentions in Daily Newspapers
• 49 mentions on online blogs
• Feature on Nigeria’s leading News channel during primetime news
• Live coverage of the event to thousands of Mouka’s followers on social media
Location: Lagos Nigeria
Date of Activity: March 2020
Submitted By: Tolu Olanipekun
SUMMARY OF WORLD SLEEP DAY CELEBRATION
TEASER CAMPAIGN ON DIGITAL
TEASER CAMPAIGN – INTERNAL ENGAGEMENT
WORLD SLEEP DAY CELEBRATION HIGHLIGHTS
MD/CEO Mouka welcome address
“This year’s theme which is “Better sleep, Better Life, Better planet” is aimed at helping us realize that sleep occupies a very important place in our lives as a pillar of health, allowing for better decision making and cognitive understanding even as it relates to bigger issues involving our planet. Our quality of life can be improved with healthy sleep. This implies that when sleep fails, health declines, decreasing quality of life, Again, this presupposes that sleep is one of nature’s treasured gifts to man. Sleep is a necessary part of our lives. This indispensable aspect of our existence is beneficial to us in a lot of ways. While sleep may remain a puzzle to all of us, the role of sleep in mental and physical health which appears particularly relevant to life in this computer age, cannot be overemphasized. It is common knowledge that denying ourselves sleep for quite a long time makes us feel terrible; and that getting a good night’s sleep can make us feel ready to take on the world”….. Ray Murphy.
Vice President NSP presentation on the 2020 WSD theme
Benefits of sleep. Good quality sleep consists of 7 -9 hours. Reduces labour-related and road transport accidents. Increases melatonin, a derivative of the amino acid tryptophan, produced in humans. It plays an important role in the regulation of sleep cycles. Improves circadian clock which ultimately leads to reduced premature ageing. Improves mental and body performance. Improves dreaming experience Effect of sleep disorders. Sleep disorders cause significant individual and societal burden and form a serious public health problem. Obstructive Sleep Apnea significantly impacts health and wellbeing. The drop in oxygen that occurs when breathing stops due to OSA puts a strain on the heart and can lead to several serious health conditions. Directly or indirectly, disrupted sleep can have an adverse effect on family life and relationships by affecting a person’s mood and how they can perform daily activities and interact socially” ……. Dr Nnenna Chigbo
President NAOMT presentation
“The field of orthopaedics looks specifically at the function of the spine and other joints in any posture. Most people feel it’s fine to settle for just any slumber surface but ergonomic compliance in the field of orthopaedics is of topmost priority. Poor sleep quality not only declines productivity but also weakens the body. Sleeping on a poor surface alters your joints. It causes pain and muscle guarding, joint effusion, contractures or adhesions in the joint capsules and supporting ligaments. Sleeping on a bad surface also causes misalignment or subluxation of the bony surfaces. Back pain is now a global trend with high economic implication/low productivity”….. Dr Onigbinde Ayodele Teslim
POST EVENT SUSTENANCE
