Fintech Marketing Strategy Case Study | Zakhaa Pay
Zakhaa Pay – Proactive Digital Marketing Strategy & Case Study
Developed a complete go-to-market digital strategy for a South African fintech startup, from conception to a fully interactive web prototype. The project demonstrates a full-funnel approach to building a brand from the ground up in a competitive market.
Skills Showcased: Market Research, Strategic Planning, Content Marketing, Brand Voice Development, UI/UX Design, Responsive HTML/CSS/JS.
Key Deliverables: 12-Month Growth Roadmap, Multi-Platform Content Strategy, Paid Advertising Budget Model, and an Interactive Project Showcase.
Building Financial Inclusion, One Transaction at a Time
A Complete Digital Marketing Strategy for Zakhaa Pay
South Africa's Digital Wallet for Everyone | Strategic Case Study
40K+
Target Followers (12 Months)
10K+
Active Users/Month
Under R30
Target Cost Per Acquisition
35%
Target Referral Growth Rate
The Challenge
Building a digital wallet brand from zero in a competitive South African fintech market.
The Untapped Opportunity
Zakhaa Pay offers a digital wallet solution that democratizes financial services for all South Africans—no bank account required. But with zero online presence and giants like Yoco, TymeBank, and traditional banks dominating the conversation, how do you break through the noise and build trust?
The Market
Millions of South Africans—from SME owners needing card machines to everyday consumers wanting mobile payments—are underserved by expensive banking fees and complex systems.
The Problem
Zero brand recognition, a limited launch budget, and the need to compete with established fintechs while serving both B2B (merchants) and B2C (consumers) audiences.
The Mission
Build a dual-audience digital strategy that positions Zakhaa as the accessible, authentic, and affordable financial alternative built for the real needs of South Africans.
Understanding Zakhaa Pay
A dual-purpose fintech solution for merchants and consumers
Two Products, One Ecosystem
For Merchants (B2B)
- Advanced card-swiping machines
- Point-of-sale systems
- Stock management integration
- Payment processing for SMEs
- Lower fees than competitors
For Consumers (B2C)
- Digital wallet (no bank needed)
- Send & receive money instantly
- Shop online & in-store
- Load funds at partner locations
- Tap & pay functionality
- Withdraw cash at retail shops/ATMs
10 Key Benefits That Set Zakhaa Apart:
✓ Works like a bank account, costs far less
✓ No monthly bank charges
✓ Account = your mobile number
✓ Receive money from any bank
✓ Shop for VAS (airtime, data, etc.)
✓ Instant payment to Zakhaa or banks
✓ Withdraw cash at retail shops/ATMs
✓ Shop online using Zakhaa Pay
✓ Tap & Pay (no cash needed)
✓ Simple onboarding process
The "Accessibility-First" Strategy
Making financial services feel human, not corporate
Content Pillars: The 3Es Framework
EDUCATE (45%)
Financial empowerment through knowledge
- How-to videos (app navigation)
- Feature explainers
- Financial literacy content
- Comparison guides (vs banks)
- FAQ content
EMPOWER (35%)
Success stories & social proof
- User testimonials
- Merchant success stories
- Day-in-the-life content
- Community spotlights
- Impact metrics
ENGAGE (20%)
Building community & trust
- Interactive Q&As
- Polls and surveys
- Behind-the-scenes content
- User-generated campaigns
- Relatable humor
The Zakhaa Voice: Accessible & Empowering
We Are:
- Approachable - Like a helpful friend
- Clear - No jargon or confusion
- Inclusive - For everyone, not elite
- Optimistic - Focused on possibilities
- Authentic - Real people, real stories
We Are NOT:
- Corporate or impersonal
- Condescending or preachy
- Overly technical
- Negative or fear-based
- Generic or Americanized
Tone by Platform:
Instagram: Visual, aspirational, lifestyle-focused
Facebook: Community-driven, conversational, educational
LinkedIn: Professional, data-driven, impact-focused
Twitter/X: Quick tips, real-time support, newsworthy
WhatsApp: Direct, personal, customer support
Multi-Platform Approach
Posting Frequency:
- Feed: 5-7x per week
- Stories: Daily (3-5 stories)
- Reels: 4x per week
Focus: App features, lifestyle content, user stories
Posting Frequency:
- Posts: 1-2x daily
- Live videos: 2x per week
- Groups: Daily engagement
Focus: Community building, education, support
Posting Frequency:
- Posts: 3-4x per week
- Articles: 2x per month
- Focus: B2B merchant stories
Focus: Business impact, partnerships, thought leadership
Posting Frequency:
- Status: 3x per week
- Broadcasts: Weekly tips
- Support: 24/7 availability
Focus: Direct support, quick updates, personal touch
Monthly Budget Allocation
Total Recommended: R60,000 - R100,000/month
Scalable based on growth phase and results
| Category | Allocation | Monthly Budget |
|---|---|---|
| Content Creation | 30% | R18,000 - R30,000 |
| Paid Social Ads | 25% | R15,000 - R25,000 |
| Google Ads | 15% | R9,000 - R15,000 |
| Influencer Marketing | 15% | R9,000 - R15,000 |
| Tools & Software | 5% | R3,000 - R5,000 |
| Events & Activations | 5% | R3,000 - R5,000 |
| Testing/Contingency | 5% | R3,000 - R5,000 |
Growth Tactics & Measurement
A combined approach to organic, paid, and performance strategies.
Organic Growth Strategies
1. User Story Amplification
Goal: 200+ authentic testimonials in 12 months
- Identify power users with compelling stories
- Incentivize video testimonials (airtime/data rewards)
- Create monthly "Zakhaa Champion" spotlight
- User-generated content campaigns
2. Community Building
Goal: 15,000 engaged community members by Month 12
- Facebook Group: "Zakhaa Pay Users SA"
- WhatsApp Communities: Province-based groups
- Ambassador Program: 50 brand advocates
- Monthly virtual meetups & Q&As
Paid Growth Strategies
Facebook & Instagram Ads (R15-25K/month)
Campaign Structure:
Awareness (30% budget): Brand introduction, feature highlights
Consideration (40% budget): Video testimonials, educational content
Conversion (30% budget): App install campaigns, sign-up incentives
Expected CAC: R25-40 per user
Google Ads (R9-15K/month)
Search Campaigns:
- "digital wallet South Africa"
- "mobile money app"
- "no bank account payment solution"
- "cheap money transfer SA"
- "card machine for small business"
Measurement & KPIs
North Star Metrics:
User Acquisition
- CAC: <R30
- Month 3: 1,000 active users
- Month 12: 15,000+ active users
Engagement
- Social Rate: 4-6% average
- Video Views: 60%+ completion
- Community: 15K members
Brand Health
- Brand search: 15x growth
- Media mentions: 100+
- Referral rate: 35%
Business Impact
- Social followers: 40K total
- Active merchants: 500+
- Transaction volume: R10M+
Our Measurement Stack
To ensure our strategy is data-driven, we will use a suite of industry-standard tools to track performance against our KPIs:
- Google Analytics: To track website traffic, user acquisition channels, and on-site behavior.
- Mixpanel (or similar): To analyze in-app user behavior, track feature adoption, and measure user retention.
- Hootsuite (or similar): To schedule social media content, monitor brand mentions, and track social engagement metrics.
- HubSpot for Startups (CRM): To manage leads from our B2B merchant acquisition efforts and track the partnership pipeline.
The 'Organic Ad' Philosophy
Creating unpaid content that performs with the impact of a paid advertisement.
Traditional advertising interrupts. An 'Organic Ad' attracts. It's content so valuable, trustworthy, or shareable that it persuades users to act without ever feeling like a sales pitch. This is the cornerstone of building a trusted brand on a startup budget.
1. The Value Exchange Ad
This isn't an ad; it's a solution. By creating content that genuinely helps the user—like a guide to "5 Ways to Save Money on Banking Fees"—we are advertising our expertise and empathy. The 'call to action' is the value itself, positioning Zakhaa as a helpful partner, not just a service provider.
2. The Social Proof Ad
This is the most trusted form of advertising because it's created by our users. A video testimonial from a small business owner or a feature on a "Zakhaa Champion" of the month. These are authentic stories that build trust far more effectively than any polished ad campaign could.
3. The Shareable Ad
This content is designed to be spread by the community. It doesn't sell Zakhaa; it sells an emotion or a useful idea. A relatable meme about payday struggles or an inspiring quote about entrepreneurship. When users share it, they become our advertisers.
Anticipating Challenges
A great strategy isn't just a plan; it's a plan for when things go wrong.
Risk: Low Initial Adoption
Challenge: "What if our initial Cost Per Acquisition (CAC) is higher than the target and early sign-ups are slow?"
Mitigation Plan: Activate a 'First 1,000 Users' campaign with an enhanced referral bonus. A/B test the onboarding flow to reduce friction and reallocate ad budget to hyper-targeted community engagement to build a strong, vocal user base before scaling.
Risk: Competitor Reaction
Challenge: "What if a competitor like TymeBank launches a similar campaign or drops their fees in response?"
Mitigation Plan: Our primary defense is our brand's focus on authentic storytelling and community. We will double down on amplifying user stories. While competitors can copy features, they cannot instantly replicate our community's trust.
Risk: Budget Constraints
Challenge: "What if the marketing budget is unexpectedly reduced in the first six months?"
Mitigation Plan: The strategy is designed to be agile. We would immediately prioritize the highest-performing organic channels (SEO, User Story Amplification) which build long-term assets, ensuring the brand continues to grow even with reduced paid support.
12-Month Roadmap
Phased implementation for sustainable growth
PHASE 1: FOUNDATION
Months 1-3: Build the Base
Mission: Establish brand presence, create content library, test messaging
- Launch all social media channels
- Create 100-piece content library
- Onboard first 20 user testimonials
- Start paid social tests (R15K/month)
- Launch community groups
Targets: 5,000 followers | 1,000 active users
PHASE 2: GROWTH
Months 4-6: Scale What Works
Mission: Amplify successful campaigns, build partnerships, increase conversions
- Scale paid budget to R40K/month
- Launch influencer partnerships (10+)
- Begin Google Ads campaigns
- Launch referral program
- Establish 10 strategic partnerships
Targets: 15,000 followers | 5,000 active users
PHASE 3: SCALE & DOMINATE
Months 7-12: Market Leadership
Mission: Optimize, expand reach, establish thought leadership
- Full marketing budget deployment (R60-100K/month)
- Launch macro-influencer campaigns
- Multi-city activation events
- Launch ambassador program
- PR push for industry recognition
Targets: 40K+ followers | 15K+ active users | 35% referral rate
Let's Build Something Impactful
Strategic thinking meets creative execution.