Emmanuel Obruste, the content creator known as GehGeh, said his recent viral traditional-wedding videos were a publicity stunt for a movie project.
The revelation clarifies the nature of the footage that trended across social media platforms. By framing a fictional event as a real-life marriage, the Lagos-based creator leveraged personal milestones to capture public attention before a commercial release.
Obruste, who describes himself as a relationship coach, said the ceremony was not a genuine marriage [1]. The staged event was designed to generate online buzz and maximize visibility for his upcoming film [1], [2].
In Nigeria, the use of high-production social media skits to blend reality and fiction has become a common marketing tool for entertainers. This strategy often relies on the audience's initial belief in the authenticity of the event to ensure the eventual reveal reaches a wider demographic.
Obruste said the goal was to turn the concept of a wedding into a viral moment to ensure the movie project received significant traction [1]. The creator utilized his platform to maintain the illusion until the promotional cycle required a clarification [2].
This incident highlights the evolving nature of digital promotion in the Nigerian entertainment industry, where the line between a creator's personal life and their professional portfolio is frequently blurred for engagement.
“the viral traditional-wedding videos he posted were a publicity stunt”
This event reflects a growing trend in 'guerrilla marketing' within the creator economy, where influencers manufacture personal crises or milestones to bypass traditional advertising fatigue. By simulating a wedding, Obruste utilized emotional triggers to secure algorithmic reach, demonstrating how social currency is being converted into promotional capital for the Nigerian film industry.
