Challenge: Despite having a robust suite of payment solutions, Pesapal wanted to reposition itself not just as a service provider—but as a catalyst for growth. In a competitive fintech space filled with transactional marketing, the brand needed to spark an emotional connection with existing and potential merchants.

The goals were to:

• Reinforce Pesapal as a dependable platform that grows with businesses.

• Humanize the brand through stories of real entrepreneurs.

• Inspire Kenya’s business community to dream bigger—with Pesapal as their partner in progress.

Solution: We partnered with Pesapal to develop and execute the “Dare 2 Dream” campaign, a content-led storytelling and brand engagement strategy that tapped into the aspirations of everyday business owners—from salon operators to hotel managers.

Solution:

Creative Captions partnered with Pesapal to develop and execute the “Dare 2 Dream” campaign, a content-led storytelling and brand engagement strategy that tapped into the aspirations of everyday business owners—from salon operators to hotel managers.

The campaign spotlighted the dreams behind the businesses and positioned Pesapal as the invisible engine powering those dreams.

Strategy & Execution:

Insight & Messaging Development:

Through merchant interviews and internal stakeholder workshops, we uncovered a simple insight:

Behind every till machine, there’s a story. A dream. A journey.

From this emerged a unified brand narrative:

“We don’t just process your payments—we power your passion.”

• Dreams are valid. Growth is possible.

• Your hustle, backed by Pesapal.

• Every transaction is a step toward the dream.

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Omnichannel Campaign Rollout:

1. Storytelling Series: “Faces Behind the Dream”

• Documented real Kenyan merchants using Pesapal—from fashion boutiques to petrol stations.

• Produced short, emotional videos telling their stories, their struggles, and how Pesapal helps them move forward.

• Released the series on social media and YouTube with high engagement.

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2. Digital & Social Media Push:

• Motivational micro-content with entrepreneur quotes, memes, and voice-over reels.

• UGC prompt: “What’s your dream and who’s backing it?” with winners getting branded support packages and POS devices.

3. Out-of-Home and Radio:

• Inspirational messaging on billboards and transit media:

  “Dreaming of something bigger? Pesapal’s already building it with you.”

  “Swipe. Grow. Dare 2 Dream.”

• Sponsored business-focused radio shows and talk segments with merchant success features.

4. Event Activations & SME Clinics:

• Held “Dare 2 Dream” merchant events and bootcamps across Nairobi and Mombasa.

• Included merchant showcases, training on digital payments, and fireside chats with successful entrepreneurs.

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Results:

• Merchant sign-ups increased by 48% within the first 2 months of the campaign.

• Pesapal’s brand sentiment score improved by 22%, showing a stronger emotional connection with its audience.

• Several merchants featured in the campaign saw increased customer traffic, thanks to the spotlight and credibility boost.

• The hashtag #Dare2DreamWithPesapal became a rallying point for merchants sharing their business journeys.

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Conclusion:

With “Dare 2 Dream,” Pesapal moved beyond transactions into transformation—positioning itself as a payments brand with heart, hustle, and a deep commitment to powering African ambition.

By combining relatable storytelling, omnichannel engagement, and purpose-driven messaging, the campaign created emotional resonance, strengthened merchant trust, and reaffirmed Pesapal’s place as Kenya’s go-to partner for payment solutions that grow with your dream.

Because when you dare to dream—Pesapal dares with you.