Sprite and Safaricom Celebrate Kenya’s Rising Creator Generation
Sprite and Safaricom PLC have celebrated Kenya’s next generation of digital creators following the successful conclusion of the Hook’d on Fresh UGC Challenge, a youth-driven campaign that transformed campus culture, music, basketball, fashion and storytelling into one of the country’s biggest creator movements.
The campaign, launched under Sprite’s “It’s That Fresh” platform, generated more than 22.6 million views nationwide and brought together over 1,300 verified creators from universities across Kenya.
A Campaign Powered by Youth Creativity
The initiative invited young Kenyans to create short-form videos on TikTok and Instagram showcasing their fresh take on everyday heated moments.
What began as a marketing campaign quickly evolved into a large-scale youth content movement fueled by campus experiences, creator masterclasses, basketball activations and digital storytelling.
By the end of the campaign, creators had generated more than 52,000 shares, over 55,000 saves and more than 2 million engagements across social media platforms.
The campaign also rewarded 123 winners with KES 1.5 million in creator rewards and over 600GB in Safaricom data bundles.
Speaking during the awards ceremony, Juliana Kituma said the campaign highlighted the creativity and influence of Kenya’s youth.
“It’s That Fresh was created to meet young Kenyans where they live, play, create and express themselves. These creators did more than participate in a challenge, they shaped the campaign with their own voices,” she said.
Safaricom Hook Expands Digital Opportunities
The campaign kicked off with a Valentine’s Day youth experience at the KICC COMESA Grounds, attracting more than 5,000 young people through music, entertainment and youth culture experiences.
It later expanded into campuses through the Hook’d on Fresh Masterclass Series powered by Safaricom Hook.
The programme featured Kenyan digital creators including Carrie Wahu, Tileh Pacbro, Charisma, Rono and Cluster KE, who mentored students on storytelling, audience growth, virality and digital monetisation.
Susan Muthoka said the campaign demonstrated how connectivity can unlock opportunities for young creators.
“For Safaricom, this campaign has been about showing that connectivity is not just access to data; it is access to opportunity. We have seen young Kenyans use their creativity and communities to tell stories that travel far beyond campus,” she said.
TikTok Dominates Campaign Reach
TikTok emerged as the campaign’s strongest platform, delivering 19 million views and 1.7 million engagements. Instagram added another 4 million views and more than 500,000 engagements.
One of the campaign’s standout creators was Evans Githinji, whose content generated more than 5.2 million video views.
“For me, Hook’d on Fresh was more than a challenge, it was a chance to show my creativity and see how far one idea could go,” said Githinji.
As the campaign closes, Sprite and Safaricom PLC say the initiative has left a lasting impact by helping creators grow their audiences, sharpen digital skills and gain visibility within Kenya’s rapidly expanding creator economy.
The campaign also reinforced the growing influence of young digital creators in shaping culture, conversations and online engagement across the country.
