TUMA App – Diaspora-Focused Social Media Launch Campaign
Client: TUMA App
Duration: April – May 2025 (Month 1)
Agency: KWETU Marketing Agency
Overview
The TUMA App is a fintech solution designed to simplify remittance for the African diaspora. KWETU was tasked with leading a high-impact, multi-channel campaign to build brand awareness and early traction. This project demonstrates our expertise in Social Media Marketing and Media Buying.
Campaign Objective
Our mission was to generate visibility for TUMA App while positioning the brand around speed, security, and emotional relevance to diaspora families. We combined audience-specific messaging with multi-platform targeting and conversion-focused creatives.
Scope of Work
- Social Media Strategy and Execution: Content distribution across META, TikTok, LinkedIn, and Google Ads, with tailored messaging for diaspora and urban audiences.
- Creative Production: Delivered high-performing short-form videos and Reels built around family, money-sending moments, and convenience themes.
- Paid Media Management:
- META Ads: Engagement, profile visits, and video view campaigns through Media Buying.
- Google Ads: Display ads supporting search interest and brand visibility.
- LinkedIn and TikTok: Organic rollout with ad readiness for future phases.
Performance Highlights
- Facebook: 300,000 video views, 107,000 reach, 736 page visits, 1,200 new followers
- Instagram: 178,000 views, 110,000 reach, 3,100 interactions, 90 new followers
- LinkedIn: 100 new followers from key diaspora cities (Nairobi & London)
- TikTok: 4,756 views, 75% female viewership aged 25–34
Strategic Impact
The campaign effectively launched TUMA App’s digital footprint, helping the brand reach its core users across multiple touchpoints. Our platform-led approach and creative targeting attracted high-value diaspora segments and laid a solid foundation for growth and app adoption.
Key Learnings and Recommendations
- Introduce Linktree or similar bio tools for app download conversion
- Run UK-specific creative variations via Media Buying
- Target women-centric segments more directly, especially on TikTok and Instagram
- Leverage Influencer & Community Marketing for engagement growth
- Use giveaways or share-to-win mechanics to increase interaction and follower growth
Client Feedback
“The launch campaign gave us strong visibility and clear insights into our audience. KWETU’s agile strategy helped us test, learn, and grow across platforms.” – TUMA App Team
