Coca-Cola Company through its Sprite brand has crowned winners of the Hook’d on Fresh UGC Challenge, concluding a nationwide youth-driven content creation campaign that generated more than 22 million views across Kenya.
The campaign, launched under Sprite’s “It’s That Fresh” initiative, invited young Kenyans to create and share short-form videos on TikTok and Instagram showcasing their reactions to everyday “heated moments” through humour, music, basketball, fashion, and digital storytelling.
What started as a marketing campaign quickly evolved into a large-scale youth creator movement, combining campus activations, creator masterclasses, basketball experiences, and digital engagement opportunities.
By the end of the campaign, more than 1,300 young creators from universities across the country had registered and published content under the challenge. Collectively, the creators generated over 22 million views, 52,592 shares, 55,910 saves, and more than two million engagements across TikTok and Instagram.
The initiative also rewarded 123 winners with KSh1.5 million in creator rewards alongside 600GB of data bundles distributed through the campaign.
Speaking during the awards ceremony, Juliana Kituma said the campaign demonstrated the value of engaging directly with young people through platforms they actively use.
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“It’s That Fresh was created to meet young Kenyans where they live, play, create, and express themselves,” she said.
“What we have seen throughout this campaign is the incredible confidence, humour, originality, and cultural influence of Kenya’s next generation of creators.”
The campaign kicked off with a Valentine’s Day activation at the KICC COMESA Grounds that attracted more than 5,000 young people for a celebration of music, fashion, and youth culture.
It later expanded to universities across the country through creator-led masterclasses, immersive brand activations, and NBA-inspired basketball experiences aimed at equipping students with practical digital storytelling and content creation skills.
The initiative was also boosted through a partnership with Safaricom via the Safaricom Hook platform, which hosted the Hook’d on Fresh Masterclass Series featuring some of Kenya’s leading digital creators, including Carrie Wahu, Tileh Pacbro, Charisma, Rono, and Cluster KE.
The masterclasses focused on content creation, virality, audience growth, and digital monetisation, while the Safaricom Hook Green Couch created space for youth-led discussions around creativity, ambition, and opportunity.
Susan Muthoka said the partnership highlighted the growing role of digital connectivity in unlocking opportunities for young people.
“For Safaricom, this campaign has been about showing that connectivity is not just access to data; it is access to opportunity,” she said.
TikTok emerged as the leading platform during the campaign, accounting for 19 million views and 1.7 million engagements, while Instagram generated four million views and 500,000 engagements.
Among the standout participants was Evans Githinji, whose Sprite-related content attracted more than 5.2 million video views, making him one of the campaign’s top-performing creators.
The awards ceremony marked the close of a campaign that blended refreshment, entertainment, and self-expression while highlighting the rapid growth of Kenya’s creator economy.
According to Coca-Cola Kenya, the impact of Hook’d on Fresh will extend beyond the campaign through the creators who gained new audiences, developed digital skills, and built stronger online communities.
“The numbers tell one part of the story, but the real success is in the confidence we saw from creators across the country,” Kituma said.
“This campaign has shown that Kenya’s creator economy is vibrant, ambitious, and ready for even bigger platforms.”
