- House of Panache
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October is here. The final quarter of the year looms, and the air is thick with the pressure of year-end targets and planning for the next. Before we get completely swept away, let us pause for a moment. Let us reflect on the marketing we have witnessed this year.
Think back. Scroll through your mental feed of advertisements, social media posts, and brand interactions. Which one stands out? Not the one with the catchiest jingle or the most glamorous influencer. We are talking about the one that made you nod in recognition. The one that felt less like an advertisement and more like a shared understanding. The one that truly understood a human need.
This is the question we posed to our community, and it is a question we ask ourselves constantly at House of Panache. In a world saturated with messages screaming “buy now,” the campaigns that cut through the noise are the ones that whisper, “we understand.”
This year, one campaign, in particular, has stood out to us not for its astronomical budget, but for its profound simplicity and deep empathy. It is a masterclass in what we call “problem first” marketing.
The Human Problem: The Invisible Wall of Financial Jargon
For many young Kenyans taking their first steps into financial independence, the world of formal finance can feel like a closed club. Bank statements, investment apps, and financial news are often filled with intimidating jargon and complex concepts. This creates a silent barrier. The problem is not a lack of ambition or a desire to grow wealth. The problem is a lack of accessible, relatable, and trustworthy information that speaks their language. This leads to inaction, a feeling of being left behind, and the sense that building wealth is for “other people.”
The Brand That Listened: Absa Bank Kenya’s “Wezesha” Initiative
While not a single campaign, Absa Bank Kenya’s ongoing “Wezesha” initiative, particularly its content strategy, has consistently demonstrated a deep understanding of this human problem. The word “wezesha” itself means “to enable” or “to empower,” and the brand has lived up to this name by focusing on financial education in a deeply practical way.
Instead of just promoting loan products or account features, Absa has invested in demystifying finance. They have created content around topics like “How to Start a Side Hustle,” “Understanding Your Credit Score in Simple Terms,” and “Saving for Your First Investment.” They present this information through clean, simple graphics, short videos, and articles written in clear, approachable language, often distributed via social media platforms where their target audience lives.
Why It Works: A Deeper Look at the Strategy
This approach resonates because it does several things right, aligning perfectly with the principles we hold dear at HOP.
1. It Identifies a Latent Need.
Everyone knows young people need to manage money. But Absa’s content strategy taps into the deeper why of the struggle. It addresses the emotional need for confidence, clarity, and inclusion. They understood that before someone can be a customer, they need to feel capable. They are solving a human problem the audience feels deeply, the anxiety of not understanding.
2. It Provides Value Before Asking for Anything.
This is the cornerstone of trust based marketing. Absa’s educational content is freely given. It does not always have a direct “call to action” to open an account. The brand’s value proposition is, “We are here to make you smarter about your money, whether you bank with us today or not.” This builds immense goodwill and positions Absa as a helpful partner, not just a financial institution.
3. It Reframes the Brand’s Role.
This is the strategic masterstroke. Absa moves from being a transactional vault to being a knowledge partner and an enabler. The message is, “Your financial growth is our mission, and it starts with empowering you with knowledge.” This builds a foundation of loyalty that is much stronger than that built on interest rates alone. It aligns the brand with the customer’s personal growth and aspirations.
4. It Uses Accessible Language and Format.
The content is designed for consumption. It avoids complex financial terms, uses relatable examples, and is formatted for mobile screens. This shows a deep respect for the audience’s time and context, ensuring the solution is not just offered, but is actually accessible.
The Lesson for Every Brand
The takeaway from this approach is not that every brand should start giving financial advice. The lesson is to find the “intimidating jargon” or “knowledge gap” in your own industry.
What does your target audience wish they understood better but are afraid to ask?
What is the invisible barrier stopping them from engaging with your category?
How can you provide genuine value that builds confidence and trust before you ever make a sale?
Your marketing does not always have to shout about your features. Sometimes, its most powerful role is to educate, empower, and build a bridge of understanding. It is about moving from telling people what you do, to showing them how you make their lives less stressful and more successful.
This is the core of what we do at House of Panache. We believe marketing is not about selling products. It is about solving human problems. Before we ever storyboard a video or write a headline, we immerse ourselves in the world of your audience. We ask “why” until we uncover the real human need at the heart of the business objective. The creative work that follows is simply the answer to that question.
So, we will end as we began, and we would love to hear from you. What brand campaign or initiative truly understood a human need this year in your eyes? Share your thoughts in the comments below. Let us continue to learn from the work that does more than just sell. Let us celebrate the work that empowers.
