As part of our Integrated Marketing Communications (MAC 401) course at the Nigerian Institute of Journalism (NIJ), we were excited to learn that an excursion to Heritage Cinema, Iju Road, Lagos, was included in our activities.
The highlight of the trip was watching Reel Love, a Nigerian romantic drama released on February 14, 2025. This film marks Timini Egbuson’s debut as an executive producer and is directed by Kayode Kasum. It explores the challenges of modern relationships in the social media era.
The movie follows Tomide Jobi (played by Timini Egbuson), a well-known relationship influencer whose world is turned upside down after a video of him arguing with Rachel Monday (TJ Omusuku), a reserved entrepreneur, goes viral. In an effort to control the backlash, his girlfriend, Imani (Atlanta Johnson), suggests that he stage a fake relationship with Rachel to improve his public image.
Though hesitant at first, both agree to the plan, which unexpectedly leads to increased online engagement and lucrative brand deals. However, as they spend more time together, real emotions surface, creating complications and attracting public scrutiny.
The lecturer in charge, Dr. Jide Johnson, described the excursion as “a practical lesson in experiential marketing, emphasizing key principles of Integrated Marketing Communications (IMC) and brand management.”
While the trip on Thursday, February 27, was a refreshing break from the classroom, I couldn’t help but analyze the marketing and communication strategies embedded in the film—especially since brand management is one of my favorite topics.
If you haven’t seen Reel Love yet, consider this a spoiler warning. But for those who have, here are ten key lessons brands can learn from the movie.
1. THE POWER OF STORYTELLING
Throughout the movie, Tomide Jobi (Timini Egbuson) builds his online presence by sharing relationship advice that resonates with his audience. His storytelling makes him relatable and trustworthy.
A good story draws people in. Whether through ads, social media posts, or campaigns, brands should craft narratives that connect emotionally with their audience.
2. AUTHENTICITY IS EVERYTHING
At first, Tomide and Rachel’s fake relationship gains traction, but as the public senses the inauthenticity, some start questioning it. In contrast, when they start developing genuine feelings, the connection feels more real and engaging.
People can tell when a brand is faking it. Consumers prefer brands that are honest about their values, products, and intentions. Be real in your messaging.
3. VIRALITY CAN BE A DOUBLE-EDGED SWORD
Tomide and Rachel’s argument in the market goes viral, leading to both positive and negative reactions. While it gives Tomide more visibility, it also puts him under scrutiny.
Viral moments can boost brand awareness, but they must be handled carefully. If a brand gets attention for the wrong reasons, it needs a solid crisis management plan.
4. SOCIAL MEDIA CAN MAKE OR BREAK YOU
Tomide relies heavily on social media for his career, but when the public turns against him, he struggles to control the narrative. This shows how quickly online opinions can shift.
Social media is powerful, but unpredictable. Brands should monitor conversations, engage with audiences responsibly, and respond quickly to PR crises.
5. INFLUENCER MARKETING WORKS BEST WHEN IT’S GENUINE
When brands start offering Tomide and Rachel endorsement deals, the most successful ones are the ones that align with their personal values and audience expectations.
Not every influencer is a good fit. Choose influencers who genuinely connect with your brand, not just those with big followings.
6. PUBLIC PERCEPTION SHAPES BRAND IDENTITY
Tomide’s public image shifts throughout the movie—from beloved relationship expert to a man caught in a scandal. His sponsors react accordingly, with some pulling out.
Public opinion shapes how people see a brand. Maintaining a strong, consistent, and positive brand identity helps in times of crisis.
7. EMOTIONS DRIVE ENGAGEMENT
When Tomide opens up about his struggles and feelings for Rachel, his audience connects with him even more. This moment in the movie proves that people engage more with content that feels real.
Emotional storytelling makes marketing messages more impactful. Whether it’s humor, nostalgia, or inspiration, emotions help brands connect deeply with customers.
8. TRENDS CHANGE QUICKLY—STAY AGILE
Tomide and Rachel’s relationship is hot news one moment, but as new trends emerge, public interest shifts. This highlights how fast-paced the digital world is.
Brands must stay flexible. Adapt marketing strategies to new trends and consumer behaviors to remain relevant.
9. NEGATIVE PR CAN BE AN OPPORTUNITY
Instead of ignoring or fighting the backlash, Tomide and Rachel eventually take control of the narrative. They address the controversy honestly, which helps them win back trust.
Negative press isn’t always the end. A well-handled response—such as an apology, transparency, or a corrective action—can turn bad PR into a brand-strengthening moment.
10. COLLABORATION CREATES BIGGER IMPACT
Rachel’s business grows when she starts collaborating with brands, showing how partnerships can lead to success.
Collaborations—whether with influencers, other businesses, or customers—can expand reach and create stronger brand messages.
Reel Love teaches that brand success in today’s world isn’t just about advertising—it’s about connection, authenticity, and staying ahead of digital trends.
Whether you’re managing a brand’s social media, handling PR, or leading marketing campaigns, these lessons can help in navigating the field of brand communications.
There may be other valuable lessons I haven’t covered. If you’ve seen the movie, feel free to share your own insights in the comment section below.
Beyond these takeaways, our visit to Heritage Cinema was more than just entertainment—it was a meaningful learning experience for the HND2 students.
It served as a reminder that education isn’t limited to textbooks and lectures; sometimes, the most impactful lessons come from shared experiences and discussions.
