Benki Kimpango Wako (Swahili) — Bank Your Way

The Challenge

CRDB Bank had high brand awareness in Tanzania but needed to convert that awareness into actual digital product adoption among audiences who trust creators over financial institutions.

The Strategy

Place local creators at the center of the product launch via the #BenkiKimpangoWakoChallenge, allowing them to demonstrate daily digital banking in their own authentic voices.

Execution and Innovation

Activated over 70 Tanzanian content creators who produced 55 entries evaluated on creativity, cultural authenticity, and engagement before amplifying the top content via paid channels.

Results

Drove a +167.8% YoY increase in fully registered digital banking customers (+2.2 million users), raised card revenue by 48%, and increased new salary accounts by 26%.

Judges' Verdict

"Really liked the innovative approach for a bank launch, a repeatable model which could then be applied to other markets."