Case Study
MiniPay: Multi-Market Adoption Campaign
Five markets. One creator network. A digital wallet that didn't just get downloaded — it got adopted.
Featured work
01
The Brief
MiniPay was launching across five priority African markets simultaneously — Nigeria, Ghana, Kenya, Tanzania, and South Africa. The goal was adoption, not just downloads. The KPI was downloads that led to real, active use of the app across four core use cases: freelance payments, sending money home, receiving money from relatives abroad, and holding funds in USDT. This was a launch campaign introducing MiniPay and its full range of use cases to markets where each audience segment cared about different things.
02
Our Approach
Five markets, one launch window, and audiences with fundamentally different use cases. One message wouldn't have worked. Neither would one voice.
We built a creator network spanning tech, freelance, lifestyle, and diaspora communities — creators who already had the trust of the segments MiniPay needed to reach. A tech creator introducing MiniPay to their audience frames the app differently than a diaspora creator introducing it to theirs. Both should be right for their audience.
Creators work for adoption campaigns because they've already done the trust-building. They know their audience's specific pain points, and they speak in the language those audiences respond to. Our job was to give them the framing and the product depth to introduce MiniPay meaningfully — then let their voice do the work.
03
Execution
Twenty creators across five markets, roughly evenly split. Each creator was briefed to introduce MiniPay to their audience in the format their audience was used to seeing from them — the usual content style, the usual production quality — while incorporating B-rolls that functioned as light tutorials and transaction demos.
The campaign ran for three months across all five markets. Five04 handled sourcing, negotiations, briefing, content approvals, campaign management, and reporting end-to-end.
04
The Result
The launch landed MiniPay across all five markets with content that felt native to each audience — and the partnership continues. MiniPay stayed engaged with Five04 beyond the launch campaign, an ongoing relationship built on the framing we set from the start.