SUSTAIN Partners with Nigerian Social Media Influencer - Adaz Place - to Reach STEM Talent.

SUSTAIN has partnered with Adaz Place, a Nigerian social media influencer, to reach Nigerian STEM professionals already exploring legal pathways to Germany and Ireland. The partnership spans YouTube, Instagram, and TikTok, and draws on Adaz Place's established audience among Nigerians navigating life in Germany to raise awareness of routes including Germany's Opportunity Card (Chancenkarte).

The partnership 

Adaz’s content aims to reach Nigerians who have already started the visa process for Germany or Ireland, and are looking for practical, credible next steps. 

"A lot of the people watching my videos have already started the visa paperwork but don’t know what to do next. Partnering with SUSTAIN meant I could point them to a real and tangible opportunity."  - Adaz Place

Adaz’s content has generated strong traction and interest from existing and new followers. Over three posts spanning Instagram, YouTube, and TikTok, the campaign has reached a combined 44,000+ views, generated 500 new followers from a single reel, and driven 141 clicks through to SUSTAIN's own channels,

The first content published under the partnership, embedded within a longer video on adjusting to German workplace culture, recorded 5,600 views within nine days of publication. The video achieved high retention rates with two in three viewers remaining engaged at the 30-second mark, and a 100% positive response rate. The majority of viewers were based in Germany and Nigeria, with strong pick-up outside of YouTube - more than half of the video's traffic was generated from direct Google searches weeks after publication.

“Nice information, very timely & needful” Njideka Iloanusi, YouTube viewer  

The accompanying Instagram reel achieved strong results, recording 37,803 views and generating 500 new followers. On TikTok, content generated over 500 views and drove traffic beyond the platform, with viewers searching directly for "SUSTAIN" and "Seefar" following exposure to the content.

The partnership's next phase aims to turn engaged viewers into verified applicants for SUSTAIN's labour mobility programme in Germany and Ireland. 

SUSTAIN is a labour mobility initiative co-funded by the European Union, implemented by Seefar Foundation in partnership with ICMPD and MPF.

This post was produced with the financial assistance of the European Union, contracted by ICMPD through the Migration Partnership Facility. The contents of this post are the sole responsibility of Seefar Foundation and can under no circumstances be regarded as reflecting the position of the European Union and the one of ICMPD.