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.”

Safaricom Plc, through its youth platform Safaricom Hook, has partnered with The Coca-Cola Company’s Sprite brand to host a Hook’d on Fresh Masterclass Series session at the University of Eldoret, with the companies saying the programme trained more than 300 youths on content creation, monetisation and financial literacy.

In a press release dated March 20, 2026, Safaricom (NSE: SCOM) said the Eldoret session followed an earlier stop at Jomo Kenyatta University of Agriculture and Technology (JKUAT) last week, which it said marked the first event in the series. The company said the university tour is intended to build digital skills among young Kenyans and expose students to opportunities in the technology and digital economy.

The Eldoret training featured what Safaricom described as industry mentors, including musician Collo Blue and dance creator Tileh Pacbro, who the company said shared practical insights with participants.

Student participants linked the training to broader use of digital platforms in academics. “I am happy that Safaricom and Sprite have brought this masterclass to our University today. I have learned that in addition to entertainment, platforms, like Safaricom Hook are also useful in studies and research, because of the affordable Internet bundles,” said Norman Kipkurgat, a second-year student at University of Eldoret, according to the statement.

Safaricom said the programme also included messaging on savings and financial habits. “The Hook’d on Fresh campaign is a digital influencer hosted creator program designed to equip Kenyan creators with the skills, tools and inspiration they need to thrive in the digital content economy. Today, we've also have been speaking to the youth about the importance of adopting a saving culture early, educating them on the diverse opportunities in tech and digital space,” said Fawzia Ali, Chief Consumer Business Officer, Safaricom.

Beyond the campus sessions, the companies have launched a Hook’d on Fresh user-generated content (UGC) challenge that Safaricom said will run nationwide and be hosted on TikTok and Instagram. The statement said participants will post short-form videos across music, sports, fashion and comedy using the hashtags #Hook’donfresh and #SafaricomHook, while tagging Sprite Kenya and the Safaricom Hook page.

Safaricom said the competition will use a tiered rewards system, with 403 digital creators expected to win across nine levels. Cash prizes range from KES 3,000 to KES 20,000, alongside non-cash rewards including smartphones and data bundles, with monthly winner selection, according to the press release.

The initiative lands as Kenyan telcos and consumer brands increasingly use creator-led training and competitions to capture youth attention and drive usage of digital platforms, including content and fintech services. Safaricom’s focus on financial literacy and savings tools alongside creator training reflects a broader market push to deepen engagement among younger customers as digital income opportunities and mobile-first financial services expand.

Safaricom said the Hook’d on Fresh Masterclass Series will continue touring universities across the country, and that the sessions will include exposure to products such as Ziidi Invest and Save. The company did not provide a full tour schedule or the total budget for the programme, but indicated the UGC challenge will award prizes monthly as the campus activations continue.