Client Background:

Tingg is an all-in-one digital payments app that simplifies how individuals and businesses in Kenya manage their bill payments. As one of the first platforms in the country to offer consolidated bill payments across multiple services—including utilities, airtime, and TV subscriptions—Tingg positioned itself as a game-changer in the digital finance space. However, launching such a revolutionary product required more than just innovative technology—it needed a powerful, integrated campaign to educate the market, build trust, and drive downloads.

Challenge:

While Tingg had built a strong digital product, the brand faced the challenge of creating widespread awareness and driving adoption in a crowded fintech space. The company needed to communicate the convenience and efficiency of the app in a relatable, localized, and compelling way—across various channels. The goal was to launch with impact, resonate with diverse customer segments, and establish Tingg as the go-to solution for everyday bill payments in Kenya.

Solution:

The creative team at Creative Captions partnered with Tingg to craft a 360° launch campaign that brought the app’s unique value proposition to life. The following strategies were implemented:

Discovery and Brand Voice Development:

• Conducted discovery workshops to deeply understand Tingg’s brand mission, product capabilities, and key differentiators.

• Developed a fresh, accessible brand voice tailored to resonate with both urban professionals and everyday users seeking simple financial solutions.

Integrated Campaign Messaging:

• Crafted a unifying campaign message that emphasized ease, speed, and control over everyday bill payments.

• Developed content and messaging pillars around key product features such as one-tap bill payments, transaction tracking, and secure integrations with multiple service providers.

Omnichannel Content Creation:

• Produced tailored content for digital platforms (social media, website, app store), traditional media (radio, print), and out-of-home (billboards, transit ads).

• Created engaging explainer scripts, user stories, and promotional materials that simplified complex payment processes into relatable scenarios.

Launch Support & Activation:

• Supported live activation events with branded content and messaging that aligned with the app’s core value proposition.

• Coordinated with influencers and micro-creators to expand reach and tap into niche communities.

Results:

• App downloads surged in the first three months post-launch, surpassing the initial target by 60%.

• The campaign achieved high engagement rates across social media platforms, with standout performance on video content and influencer collaborations.

• Customer feedback highlighted the clarity and usefulness of the campaign messaging in driving app awareness and understanding.

• Tingg established itself as a top-of-mind bill payments solution, with increased brand recall and improved customer trust.

Testimonial:

"Creative Captions helped us distill a complex product into a story that Kenyans could relate to. Their campaign work played a critical role in our successful launch, and we’ve continued to see steady growth thanks to the foundation they helped us build."
— Samuel Muriuki, Marketing Lead, Tingg App

Conclusion:

This case study demonstrates how Tingg and Creative Captions collaborated on a 360° campaign to introduce Kenya’s first all-in-one bill payments app. Through strategic messaging, omnichannel content, and compelling storytelling, Tingg successfully broke into the digital payments market—turning complexity into clarity and capturing the attention of users across the country.

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