Safaricom has partnered with The Coca‑Cola Company through its Sprite brand to launch the Hook’d on Fresh Masterclass Series, a campus programme aimed at equipping Kenyan youth with skills to succeed in the digital content economy.
The initiative, rolled out through Safaricom’s youth platform Safaricom Hook, began on March 13 at Jomo Kenyatta University of Agriculture and Technology (JKUAT) and will tour four universities across the country, targeting about 40,000 students.
Influencers Lead Creator Training
The masterclasses will be hosted by prominent Kenyan digital creators including Carrie Wahu, Tileh Pacbro, Charisma and dance collective Cluster KE.
Sessions will focus on content creation, digital trends, virality and strategies for maximising reach and engagement, giving students practical insights from experienced creators.
Participants will also interact with the programme through Safaricom Hook’s Blive Bundle, accessible via *555#.
National UGC Challenge with Cash Rewards
Alongside the masterclasses, the partners have launched the Hook’d on Fresh User Generated Content (UGC) Challenge, a national competition inviting young Kenyans to create short-form videos around music, sports, fashion or comedy.
Participants must post their videos on TikTok or Instagram using the hashtags #Hook’dOnFresh and #SafaricomHook.
A total of 403 creators will win prizes across nine reward tiers, with cash awards ranging from Sh3,000 to Sh20,000. Top performers will also receive smartphones and data bundles, with winners selected monthly based on cumulative views.
Youth-Driven Creative Platform
The programme is part of Sprite’s “It’s That Fresh” campaign, which aims to inspire young Kenyans to express themselves creatively.
According to Coca-Cola Kenya Marketing Director Juliana Kituma, the collaboration connects campus experiences with digital storytelling across social media platforms.
“By partnering with Safaricom, the network that already powers the digital lives of millions of young Kenyans, Sprite is creating a seamless bridge between physical activation and digital participation, ensuring the fresh energy of every campus session translates into content that lives on across social platforms.” said Kituma
Safaricom Chief Consumer Business Officer Fawzia Ali-Kimanthi said the initiative reflects the company’s commitment to empowering young people through connectivity, creativity and practical digital skills.
“At Safaricom, we believe that connectivity goes beyond data, it is about unlocking what young Kenyans are capable of. Through our partnership with Sprite, we are focused on bringing together culture and creativity, putting real tools, real skills and real rewards directly into the hands of the next generation of creators. The Safaricom Hook BLIVE bundle is designed for the way young Kenyans live, and these masterclasses are the perfect platform to show what is possible when you are truly connected,” said Fawzia
‘Green Couch’ Podcast on Wheels
As part of the campus tour, Safaricom Hook Green Couch, a mobile podcast platform, will visit universities to give students a space to share their stories, ambitions and experiences through youth-led conversations.
Through the initiative, Safaricom and Sprite say they aim to build a sustainable creative ecosystem that supports emerging digital creators while rewarding innovation and expression among Kenyan youth.