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The always-on content strategy behind Kuwait's fastest growing bank.
Challenge: As Kuwait’s first digital-only bank when it launched, Weyay Bank had to acquire Gen-Z customers quickly in a crowded market dominated by larger, well-established banks.
Solution: We recognized that young Kuwaitis yearned for control over their lifestyle, for financial freedom. We allied the brand with its customers through an uplifting message that supported the nation’s youth. Then we connected to Gen-Z Kuwaitis through video-led content, speaking their language and reflecting their world, in their irreverent style.
Our always-on social media content strategy reinforced the brand building with a daily stream of engaging videos, posts, Instagram stories and Reels. We spoke to young Kuwaitis like no other bank did, and the message was clear: this isn’t your father’s bank.
Results: Driven by a pre-launch digital media campaign, the Weyay app was Kuwait’s most downloaded finance app at launch. Within six months, Weyay had surpassed its KPIs for annual account openings, achieving 2.5x the first-year customer acquisition target and capturing 25% of the market share among the target audience.
- Context
- Social
- Banking
- Kuwait
