Enhancing financial literacy stands as a significant opportunity in South Africa, according to the financial provider.
Empowering people with a deeper understanding of essential financial principles can pave the way for greater financial security and prosperity. Roblox has taken South African youth by storm and truly brings the wave of Web 3.0 to mainstream users, Nedbank says.
Nedbank adds that it has embraced an innovative approach to financial education by leveraging the popularity of online gaming platforms and has become one of the first banks in Africa to do so. The primary objective of the campaign was to increase gameplay engagement and retention. The results speak volumes about the campaign's success.
The content reached over 5.6 million people, with over 470 000 organic content engagements and 5 400 000 organic video views. These metrics not only demonstrate the campaign's widespread reach but also highlight the level of interest and active participation it generated among the target audience, says Nedbank.
The campaign's key performance indicators (KPIs) further underscore its effectiveness. On Instagram, where engagement rates (percentage of engagements over impressions) were set at 6% KPI, the campaign exceeded expectations, resulting in a remarkable 10% engagement rate, the financial provider says.
Similarly, on TikTok, where the KPI was a 5% engagement rate, the campaign achieved a commendable 7% engagement rate. Moreover, the reach exceeded the KPI per post on both platforms, with influencers Zinhle and Forbes surpassing their respective targets by significant margins.
According to Nedbank, these results are unheard of influencer campaign results in the financial sector. It truly shows the impact of brands partnering with the right influencers and having a strong strategy to change digital sentiment around the brand and financial literacy. This exceptional level of engagement highlights the effectiveness of using gaming as a platform to deliver financial education in an engaging and accessible manner.
"When a brand pushes the boundaries of influencer marketing, not only by venturing into Web 3.0 but also incorporating influencers within a 360 campaign, it will always achieve higher results," says Michael Constantinides (Cost), senior account director of influencer at Nedbank.
"The success of this campaign came from involving our influencers fully in the campaign, as well as choosing the right influencers to partner with. Forbes was an incredible ambassador as she plays Chow Town and loves the game. This authentic love for the game came through in the content created and truly was the perfect alignment. The game achieved over 100 000 game plays within three months of the campaign going live and this can definitely be contributed to the power of influencers," adds Cost.
By incorporating financial literacy lessons into the Chow Town gaming experience, the service provider says that it has demonstrated its commitment to empowering the youth with essential life skills. Through gamification, Nedbank is not only reaching a wider audience but also making financial education more enjoyable and relatable for young learners.
By instilling these crucial concepts early on, Nedbank adds that it is equipping the next generation with the knowledge and confidence to make informed financial decisions, ultimately contributing to a more financially literate society.
In conclusion, the Chow Town campaign serves as a shining example of how financial institutions like Nedbank can proactively address the issue of financial illiteracy. By leveraging innovative platforms and creative approaches, Nedbank says it is paving the way for a brighter and more financially literate future for South Africa's youth.
For more information, visit www.personal.nedbank.co.za. You can also follow Nedbank on Facebook, LinkedIn, X or on Instagram.
*Image courtesy of contributor