Safaricom and Sprite Launch Hook’d on Fresh Masterclasses to Empower Kenyan Creators

Safaricom (NSE: SCOM), through its youth platform Safaricom-Hook, in partnership with Sprite Kenya, has introduced the Hook’d on Fresh Masterclass Series, a programme designed to provide hands-on mentorship and inspiration for young Kenyans aspiring to thrive in the digital content space. The series, part of the “It’s That Fresh” campaign, is a digital influencer-led programme targeting students across four university campuses, beginning on 13th March at JKUAT, and reaching an estimated 40,000 students nationwide. The masterclasses aim to equip students with skills in content creation, social media trends, virality, and audience engagement, preparing them to become confident, skilled, and recognized creators. Leading influencers including Carrie Wahu, Tileh Pacbro, Charisma, and dance collective Cluster KE will host the sessions, sharing their experiences, tips, and insights on building a successful digital presence. Each session combines expert mentorship with hands-on activities, powered by Sprite and the Safaricom Hook BLIVE Bundle on 555#, allowing participants to immediately put their learning into practice online. Hook’d on Fresh UGC Challenge: Learn, Create, and Be Rewarded Alongside the masterclasses, Sprite and Safaricom are running the Hook’d on Fresh User Generated Content (UGC) Challenge, inviting students nationwide to produce short videos across music, sports, fashion, or comedy. Participants are required to post content on TikTok or Instagram using #HookdOnFresh and #SafaricomHook, tagging Sprite Kenya and Safaricom Hook pages. The challenge features a tiered reward structure recognizing 403 digital creators across nine levels. Cash prizes range from KES 3,000 for entry-level winners to KES 20,000 for top performers, with additional rewards including smartphones and data bundles. Top performers are recognized monthly based on cumulative views, fostering sustained engagement and long-term growth. Empowering Students with Skills and Confidence “Hook’d on Fresh is about mentorship, skill-building, and giving young Kenyans the confidence to express themselves creatively,” said Juliana Kituma, Director of Marketing, Coca-Cola Kenya. “By partnering with Safaricom, we are ensuring students can connect their learning on campus to real opportunities online, building both skills and recognition.” The Safaricom Hook Green Couch will also travel to campuses as a “podcast on wheels”, providing students with a space for raw, authentic conversations, sharing stories, ambitions, and experiences in a youth-led format. “Through this initiative, we are combining connectivity, mentorship, and culture to unlock the potential of young Kenyans,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC. “Hook’d on Fresh empowers students to create, learn, and be rewarded for their talent, turning passion into opportunity.” With the Hook’d on Fresh Masterclass Series, Safaricom and Sprite are doing more than hosting campus events—they are mentoring the next generation of Kenyan creators, building skills, confidence, and opportunities that extend well beyond the classroom. -ENDS-