The Coca-Cola Company, through its Sprite brand in Kenya, has awarded winners of the Hook’d on Fresh user-generated content (UGC) challenge in a ceremony held in Nairobi on May 25, 2026, concluding Phase 1 of the “It’s That Fresh” campaign run in partnership with Safaricom.

According to the organisers, the campaign drew more than 1,300 verified creators from universities across the country and produced over 22 million views nationwide on TikTok and Instagram, alongside 2 million engagements, 52,592 shares and 55,910 saves.

The initiative also recognised 123 winners and allocated creator rewards worth KES 1.5 million, in addition to 600GB in data bundles “tracked for payout and fulfilment,” according to the statement.

The campaign invited young Kenyans to create and share short-form videos on TikTok and Instagram, with activations spanning campus events, creator sessions and basketball-themed experiences. The organisers said the campaign began with a Valentine’s Day event at the KICC COMESA Grounds that attracted more than 5,000 young people. They also said more than 3,000 students and creators attended the closing ceremony.

Juliana Kituma, Director, Frontline Marketing, Coca-Cola Kenya, said the campaign aimed to engage young people through the platforms and spaces where they create and socialise. “It’s That Fresh was created to meet young Kenyans where they live, play, create and express themselves,” Kituma said. She added that the campaign reflected “the incredible confidence, humour, originality and cultural influence” of young creators and that participants “shaped the campaign with their own voices.”

Safaricom linked the partnership to digital access and skills. “For Safaricom, this campaign has been about showing that connectivity is not just access to data; it is access to opportunity,” said Susan Muthoka, Youth Segment Lead, Safaricom. She said the campaign showed what could be achieved “when young people are given the tools, platforms and rewards to turn their talent into impact.”

As part of the partnership with Safaricom Hook, the companies ran the Hook’d on Fresh Masterclass Series, which the statement said was hosted by digital creators including Carrie Wahu, Tileh Pacbro, Charisma, Rono and Cluster KE. The masterclasses focused on content creation, virality, digital monetisation and audience building, the organisers said.

Performance metrics shared by the organisers showed TikTok led campaign reach with 19 million views and 1.7 million engagements, while Instagram contributed 4 million views and 500,000 engagements. The campaign platform recorded 50,000 total impressions, according to the statement.

Among the participants cited, Evans Githinji was highlighted by the organisers as one of the top performers, with 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 Evans Githinji, a Hook’d on Fresh winner.

The campaign’s structure—combining brand-funded incentives, telco-supported data bundles and creator training—reflects a growing commercial interest in Kenya’s creator economy, where platforms such as TikTok and Instagram are increasingly used to build audiences and test monetisation models. For Safaricom, the partnership also positions youth-focused bundles and services around content creation and consumption, a segment that is competing for data spend.

Looking ahead, Sprite and Safaricom said the impact would continue beyond the awards through creators who gained new audiences and digital skills. Kituma said the organisers viewed the results as evidence of growth potential in the sector: “This campaign has shown that Kenya’s creator economy is vibrant, ambitious and ready for even bigger platforms.”

TikTok removed 820,552 videos in Kenya in the fourth quarter of 2025 for violations of its Community Guidelines and banned 108,752 accounts in the country over the same period, according to the company’s Q4 2025 Community Guidelines Enforcement Report released on May 19, 2026.

The company said 99.9% of the removed videos in Kenya were taken down proactively before any user reports were made, while 98.4% were removed within 24 hours of posting. TikTok said the figures reflect its use of detection systems and rapid response processes to limit the spread of content it deems harmful.

In addition to content removals, TikTok reported that 93,704 of the 108,752 banned accounts in Kenya were suspected to belong to users below 13 years old, which violates the platform’s rules.

The enforcement data comes as Kenya’s digital economy continues to expand and more consumer-facing businesses, creators and advertisers rely on short-form video platforms to reach audiences. The scale and speed of takedowns is increasingly relevant for brand safety, regulatory scrutiny and online child protection—areas that have become more prominent across East Africa as internet penetration rises.

“In the fourth quarter of 2025, TikTok removed 820,552 videos in Kenya for violating its Community Guidelines,” TikTok said in the report. “99.9% of these videos were proactively removed before anyone reported them, while 98.4% were taken down within 24 hours of posting.”

On account enforcement, the company added: “Additionally, TikTok banned 108,752 accounts in Kenya for policy violations,” noting that “93,704 accounts were suspected of being accounts aged below 13.”

Globally, TikTok said it removed 175,302,085 videos in the quarter, representing about 0.5% of all uploads on the platform. The company reported that 152,580,933 videos were detected and removed using automated detection technologies, while 8,360,780 videos were reinstated after further review. TikTok said its global proactive removal rate was 99.1%, with 93.4% of flagged content removed within 24 hours of posting.

For Kenya’s business landscape, the report’s data points to continued tightening of platform enforcement that can affect publishers, influencers and small businesses that depend on organic reach. More automated moderation may reduce exposure to prohibited content but can also increase the risk of erroneous takedowns, particularly for news-adjacent content, public interest debates or vernacular-language posts that automated systems may interpret incorrectly. TikTok’s disclosure that millions of videos were reinstated globally after review suggests that appeals and secondary checks remain part of its moderation process.

The company said it enforces policies at scale by combining “advanced automated moderation tools” with “thousands of trust and safety professionals worldwide,” and that it targets content including misinformation and hate speech, among other violations.

TikTok directed users and the public to its published transparency documentation for details, stating that the full Q4 2025 Community Guidelines Enforcement Report is available online.