In an age of digital saturation and mobile-first consumer behavior, traditional mass marketing is increasingly ineffective. Hyper-personalization, a data-driven approach that uses real-time behavioral insights, artificial intelligence, and contextual targeting, has emerged as a key strategy for fostering consumer engagement in mobile environments. This conceptual paper explores the strategic role of hyper-personalization in mobile marketing, focusing on its impact on consumer-brand interaction. Grounded in Customer Experience Theory, Uses and Gratifications Theory, and Relationship Marketing Theory, the study presents a multidimensional framework linking hyper-personalization to cognitive, emotional, and behavioral engagement. The framework is illustrated through an in-depth case analysis of Nike’s SNKRS app, which exemplifies how mobile-based personalization fosters relevance, emotional connection, and brand loyalty. The paper offers theoretical contributions by integrating engagement pathways with personalization mechanisms, and practical insights for marketers seeking to build adaptive, experience-rich digital ecosystems. Finally, it highlights the need for localized personalization strategies in under-researched markets like Africa, where mobile penetration is high but strategic personalization remains limited.