The second edition of PluggedIN will bring together Nigerian digital creators and brand executives in Victoria Island, Lagos, on 22 October. Woof Studios Africa is organising the gathering alongside Insight Redefini, a Publicis Groupe affiliate, to strengthen commercial ties between content producers, brands, and advertising agencies. Premium Times noted that actress Bisola Aiyeola will host the occasion.
The lineup includes prominent figures such as Aproko Doctor, Taaooma, Layi Wasabi, and Osas Ighodaro, along with other digital personalities. Sessions will address the practical challenges of sustaining creative businesses, featuring speakers like Craze Clown, Jay On-Air, Kiekie, and Winifred Nwania. A separate panel, "Beyond the Post: What Brands Really Want to Build with Creators," will see agency and brand executives discuss long-term collaborations through original content and integrated storytelling.
Premium Times reported that the event responds to rising interest in the creator economy, where digital platforms allow Nigerians to reach global audiences. Cited data indicates that in 2024, over 1,500 Nigerian YouTube channels surpassed 100,000 subscribers, generating more than $10 million in ad revenue. Conversely, research cited in the announcement suggests that over 56 per cent of local creators earn under $100 a month, illustrating the difficulty of converting online visibility into steady income.
Adetutu Laditan, founder of Woof Studios Africa, stated that the partnership would provide creators with access to brand relationships and production support. She explained that the studio manages the business and production complexities of funding and distributing creative ideas. Babatunde Olaifa, Chief Executive Officer of Insight Redefini Group, described the creator economy as the "absolute frontline of consumer engagement in Africa today." He added that the event would connect the agency’s brand portfolio with creators to offer strategic support and commercial collaboration.
The 2026 edition follows the inaugural PluggedIN event held in 2025 in partnership with YouTube. This year’s initiative aims to move beyond standard influencer campaigns, encouraging collaborations that extend to original formats, digital series, and intellectual property. The organisers expect the event to help stakeholders develop commercially viable projects from Nigeria’s growing digital content sector.