Spotlight: How One African Blogger Put A Spin To Branding Using Local Talent

This African blogger from Cameroon used a simple, creative, and innovative way to build her brand and launch her blog’s new website. Her name is Yefon Kathleen Mainsah, creator of I Rep Camer, an online digital platform that showcases fashion, lifestyle, culture, travel, and more in Cameroon and across Africa.

Mainsah created I Rep Camer in 2009 when there were very few bloggers from the English-speaking part of Cameroon, making her one of the country’s first female bloggers. She started blogging around the same time as Bella Naija, which is now one of Nigeria’s biggest blogs.

Despite Cameroon lagging behind other African countries like Nigeria, Ghana, Kenya, and South Africa in the blogging space, her drive, passion, and persistence in promoting the positive side of Cameroon and Africa have kept her going for more than seven years. This is despite the limited support she has received from Cameroonians, whom she had hoped would be just as enthusiastic about showcasing Cameroon to the world. Mainsah has not made any money from blogging.

Times have changed in the years since Yefon Mainsah started I Rep Camer. With the emergence of social media, the way people access and share information online has evolved significantly. Unlike before, blogs are much more accessible because bloggers can share their website URLs on Facebook and other social media platforms. Bloggers now have various ways to stand out in a crowded digital landscape and showcase their work.

One thing worth noting is that blogging in Cameroon still has a long way to go in terms of the opportunities available to bloggers, particularly when it comes to partnerships and brand deals with major companies.

In 2015, Mainsah decided it was time to take matters into her own hands and take her blog to the next level. She set out to rebrand I Rep Camer by revamping the website with a fresh, modern design. Moving from a Blogspot domain to a custom .com domain, redesigning the logo, and upgrading the overall website were key steps in the rebranding process.

Once the newly updated I Rep Camer website was ready to launch, Yefon Mainsah – a passionate supporter of all things made in Africa and Cameroon, came up with an idea that few bloggers in Cameroon had attempted before. She invited several talented Cameroonian women to participate in the launch of her new website and celebrate the emergence of the newly rebranded I Rep Camer.

How did she make this happen?

She created a campaign called “Celebrating Beauty & Talent: 237 Style,” bringing together several well-known local personalities, including three female singers, a former Miss Cameroon USA titleholder, and two models. The participants took part in a photoshoot showcasing African-print and African-inspired designs created by Cameroonian fashion designers.

These women were proudly representing Cameroon in every sense. Mainsah also enlisted Anyi Asonganyi, one of the country’s leading professional makeup artists, to showcase her artistry and talent during the photoshoot.

Check out the full “Celebrating Beauty & Talent: 237 Style” campaign photoshoot HERE and HERE. 

Once released, the photos from the campaign were shared extensively across Facebook and other social media platforms. Thanks to exclusive access granted to The HotJem, selected images were featured on TheHotJem.com, reaching thousands of viewers on the very first day. The campaign quickly generated considerable buzz and garnered widespread attention.

It marked the first time a Cameroonian blogger had orchestrated a campaign of this nature, bringing together singers, models, a former Miss Cameroon USA titleholder, a professional makeup artist, and fashion designers—all from Cameroon – for a photoshoot designed to promote a blog and strengthen its brand identity.

What was the outcome of this innovative initiative?

The campaign paved the way for many opportunities that the founder of I Rep Camer might not otherwise have encountered. It elevated her profile, brought her brand into the spotlight, and created opportunities to pursue branding and marketing partnerships.

One of the key lessons from this experience is the importance of thinking beyond conventional approaches. Most bloggers would have simply redesigned their websites and announced the changes to their followers. Yefon Mainsah chose a more strategic route by developing an entire campaign around the relaunch while at the same time showcasing local Cameroonian talent.

Brands, companies, entrepreneurs, entertainers, designers, and influencers must also recognize the value of such initiatives and collaborate more closely with bloggers to create them. One of the major challenges facing many Cameroonian bloggers is that businesses often fail to adopt innovative marketing approaches and underestimate the value bloggers can bring to their brands. Why shouldn’t a marketing agency, an in-house marketing team, or an advertising firm engage a blogger to conceptualize and coordinate a campaign like the one Yefon created?

At the same time, Cameroonian bloggers must continue to elevate their professional standards, adopt a business-oriented mindset, and approach blogging with greater intention. Doing so will encourage the creation of higher-quality content and a stronger focus on long-term growth and brand development. Companies are far more likely to partner with bloggers who keep a professional image and enhance, rather than undermine, a brand’s reputation.

Hopefully, this campaign will inspire other bloggers to place greater emphasis on branding and promoting their platforms so they can gain the recognition they deserve. In a country like Cameroon, where blogging and online media are still not always respected or taken seriously, it is important for bloggers to set up themselves professionally and show that they are committed to building credible and influential brands.

Many companies in Cameroon still struggle to embrace innovative approaches to brand promotion. If there is one lesson to learn from neighboring Nigeria, it is the importance of creativity and bold marketing. Nigerian brands are often willing to explore unconventional strategies to increase visibility, connect with audiences, and strengthen their market presence.

To learn more about I Rep Camer, visit its Facebook page.

Video Credit: Na Mysta Adrenlyne Direct Am.

Photography: Christian Sankeur.

All photos and video content featured in this article were provided to The HotJem courtesy of I Rep Camer.