A Journey of Bold Steps & Unforgettable Moments
Net Promoter Score
Youth Followers
Project
Blaze
Category
Services
Creative
Strategy
Digital Marketing
Social Media Management
Media Buying
Safaricom is Kenya’s leading telecommunications company. Through BLAZE, its youth platform, the brand connects young people to tools, content, and opportunities that support their growth.
Brand consideration among young people was declining, driven largely by affordability perceptions and low emotional connection. Despite high youth usage, Safaricom risked losing relevance and loyalty within this critical segment. The brand needed to rebuild trust, relevance, and preference.
Increase brand consideration by 5 points
Improve Net Promoter Score (NPS)
Drive KES 19B in Hi-POT revenue
Generate KES 630M during school holiday periods
Strengthen youth loyalty and advocacy
We structured the strategy in two clear phases:
- Market Shaping – Build curiosity and inspiration among youth by showcasing relatable success stories through the GRIT platform.
- Demand Creation – Convert inspiration into action by linking GRIT stories to BLAZE products and services.
We activated GRIT across multiple channels:
- TV: High-frequency hero stories featuring real youth achievers
- Radio: Presenter-led storytelling and activations
- Digital: Comic-style journey content linked to BLAZE platforms
- OOH: Campus and youth-zone billboards nationwide
Each touchpoint reinforced BLAZE as a partner in unconventional success.
Safaricom is Kenya’s leading telecommunications company. Through BLAZE, its youth platform, the brand connects young people to tools, content, and opportunities that support their growth.
Brand consideration among young people was declining, driven largely by affordability perceptions and low emotional connection. Despite high youth usage, Safaricom risked losing relevance and loyalty within this critical segment. The brand needed to rebuild trust, relevance, and preference.
Increase brand consideration by 5 points
Improve Net Promoter Score (NPS)
Drive KES 19B in Hi-POT revenue
Generate KES 630M during school holiday periods
Strengthen youth loyalty and advocacy
We structured the strategy in two clear phases:
- Market Shaping – Build curiosity and inspiration among youth by showcasing relatable success stories through the GRIT platform.
- Demand Creation – Convert inspiration into action by linking GRIT stories to BLAZE products and services.
We activated GRIT across multiple channels:
- TV: High-frequency hero stories featuring real youth achievers
- Radio: Presenter-led storytelling and activations
- Digital: Comic-style journey content linked to BLAZE platforms
- OOH: Campus and youth-zone billboards nationwide
Each touchpoint reinforced BLAZE as a partner in unconventional success.
Equity
Peptang
