DIGITAL LAUNCH CAMPAIGN
TUMA App – Diaspora-Focused Social Media Launch Campaign
Building awareness and digital traction for a new generation of cross-border money transfers.
Connecting people, money and home.
A digital launch built around the everyday realities of sending money across borders and staying connected with family and home.
Making cross-border money movement more visible.
TUMA App is a fintech solution designed to simplify money transfers for the African diaspora. The launch campaign focused on establishing the brand's digital presence, building awareness and creating early audience traction across key social platforms.
KWETU developed a multi-channel digital marketing approach combining social media strategy, creative production, paid media and audience targeting to introduce TUMA to relevant diaspora and urban audiences.
Visibility first. Audience insight next.
Build Awareness
Establish TUMA's digital footprint and introduce the service to relevant audiences.
Drive Engagement
Create content connecting the product with real money-sending needs and everyday experiences.
Reach Diaspora Audiences
Use audience targeting to connect with people interested in sending money across borders.
Generate Learnings
Use campaign performance data to identify stronger audiences, platforms and creative opportunities.
A multi-platform launch strategy.
Content distribution across META, TikTok, LinkedIn and Google Ads, with messaging tailored to diaspora and urban audiences.
Short-form video content, Reels and campaign creatives built around family, money-sending moments and convenience.
Paid campaigns focused on reach, engagement, video views and audience discovery.
Performance data was used to refine targeting and identify opportunities for subsequent campaign phases.
Strong early traction across digital channels.
300,000 video views, 107,000 reach, 736 page visits and 1,200 new followers.
178,000 views, 110,000 reach, 3,100 interactions and 90 new followers.
100 new followers from key diaspora cities including Nairobi and London.
4,756 views, with women aged 25–34 accounting for 75% of viewership.
Speed, security and simplicity.
The campaign connected TUMA's digital proposition with the practical needs of people sending money across borders.
Establishing a foundation for scalable acquisition.
The campaign effectively launched TUMA's digital footprint and established brand reach across multiple touchpoints. Platform-level performance also generated useful audience insights that can inform future acquisition, creative and conversion campaigns.
Turning campaign data into the next opportunity.
- Introduce a Linktree-style destination to improve conversion from social profiles.
- Develop UK-specific creative variations for diaspora audiences.
- Target women-centric segments more directly on TikTok and Instagram.
- Explore influencer and community marketing opportunities.
- Use giveaways and share-to-win mechanics to encourage engagement and follower growth.
From launch visibility to sustainable growth.
KWETU combined creative storytelling, audience targeting and performance marketing to give TUMA a measurable digital launch platform and a foundation for its next phase of growth.
