Brands succeeding on Twitter know the importance of connecting with culture. Doing so has a positive impact across various metrics such as message association (+18%), brand awareness (+8%), and purchase intent (+3%)1.
For @kudabank, a fintech company making financial services more accessible, afordable and rewarding for Africans, connecting with culture on Twitter has set them apart from its competitors and their product-oriented approach.
As Valentine’s Day approached, @kudabank saw an opportunity not only to dig deeper into its connection with culture but also to encourage users to take action.
#KudaIsLove was the message the bank used to join the Valentine’s Day conversation on Twitter. The message holds a strong link with the bank’s DNA as “kuda” means “love” in Shona language and “love for people’s financial wellbeing” is one of @kudabank’s key pillars.
#KudaIsLove was a full-funnel campaign that started with a series of engaging initiatives such as downloadable Valentine’s wallpapers and heart-shaped doughnuts giveaways.
Alongside these actions, Timeline and Trend Takeover were used to further increase awareness and strengthen the link between #KudaIsLove and Valentine’s Day.
Conversation Cards encouraged users to join in the conversation by adding a branded overlay to their profile picture whenever they used the #KudaIsLove hashtag.
Finally, App Install Cards drove users to download the app and see for themselves what made @kudabank so loving.