YOCO

DIGITAL CAMPAIGN

SIMPLE PAYMENTS

Yoco operates in a crowded payments market where competitors look and sound almost identical. iKhokha, Capitec, and Hellopay were all competing for the same small business owners with similar messaging low fees, fast payments, easy setup.

Yoco needed more than a new website. They needed an ecosystem that turned visits into sign-ups and sign-ups into thriving merchants. I led the end-to-end strategy for yoco.com: mapping customer flows, optimising pages for conversion, aligning performance media with landing journeys, and building systems for continuous experimentation. The result? A funnel that works harder, smarter, and keeps growing.

The Challenge

Yoco operates in a crowded payments market where competitors look and sound almost identical. iKhokha, Capitec, and Hellopay were all competing for the same small business owners with similar messaging — low fees, fast payments, easy setup.

The challenge was clear: how do you make Yoco stand out when everyone is saying the same thing? The brand needed a creative campaign that would cut through the noise by communicating two core pillars Trust and Innovation in a way that felt genuine to South African small business owners.

The opportunity

Yoco had a genuine advantage competitors couldn't easily replicate: scale, product depth, and a real track record with South African merchants. With over 200,000 businesses on the platform and 1 in 2 adults in South Africa having paid with Yoco in 2024, the brand had the credibility to own the conversation around trust.

The opportunity was to challenge the status quo to move beyond commodity-level messaging and show merchants that they could expect more from their payments provider.

Design

Developing the visual creative strategy across all campaign touchpoints

  • Designing the full funnel of creative assets — from awareness reels to conversion banners

  • Translating the brand's unifying message into compelling, scroll-stopping visuals

  • Creating the consideration and conversion ad creative for Meta, Google, and TikTok

  • Designing website concept visuals that brought the campaign to life at the destination

  • Ensuring visual consistency across all formats while adapting layouts for each channel

The Strategy

The campaign was anchored around a single, powerful brand idea:

“We simplify complexity, so you can achieve your vision.”

This idea became the lens through which all creative decisions were made — every visual, headline, and CTA needed to reinforce simplicity, confidence, and merchant empowerment.

Full Funnel Approach

he campaign was structured across three stages of the funnel, each with a distinct creative role:

  • Awareness — Relatable reels and influencer content on Meta, Google, and TikTok to build trust by showcasing real merchant benefits

  • Consideration — Feed ads and banners that connected emotionally and functionally to merchant pain points and Yoco's unique features

  • Conversion — Direct response creative on web and CRM, focused on driving sign-ups and card machine orders

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