Case Study: Safaricom boosts youth brand consideration with Bean Interactive's Blaze campaign

Safaricom boosts brand consideration by 5 points with Bean Interactive

Safaricom, Kenya's leading telecommunications company, faced declining brand consideration among young people due to affordability perceptions and a low emotional connection through its BLAZE youth platform. To rebuild trust and loyalty within this critical segment, the company engaged vendor Bean Interactive.

Bean Interactive developed a two-phase strategy involving market shaping to build curiosity and demand creation to convert that inspiration into action. This was activated across TV, radio, digital, and OOH channels, reinforcing BLAZE as a partner in success. The campaign successfully achieved its objectives, including increasing brand consideration by 5 points, improving its Net Promoter Score, and generating KES 19B in revenue.

Safaricom