Ezipay

About The Client

EziPay is a fintech company under AI Technologies Ltd., providing secure, mobile-first, and cashless payment solutions across Africa. Its mission is to simplify digital transactions for individuals and merchants, enabling people to send, spend, and receive money seamlessly across borders. With Africa’s growing mobile-first economy, EziPay positioned itself as a trusted alternative in an already crowded payments landscape.

The Brief

EziPay approached me with an ambitious challenge:

• Launch operations in 10 countries — Ghana, Sierra Leone, Niger, Mali, Senegal, Togo, Benin, Côte d’Ivoire, Burkina Faso, and Guinea.
• Build trust in highly competitive fintech markets where mobile payments were already saturated with strong incumbents.
• Drive rapid adoption — app installs and registrations across both English and French-speaking audiences.
• Differentiate the brand — positioning EziPay not just as another fintech solution, but as a “personal banker” for everyday transactions.

The stakes were high: success required speed, scale, and resonance across multiple cultures, languages, and consumer behaviors.

My Role

I led the entire digital launch project, from strategy to execution. While I managed everything end-to-end myself, I often worked in a “team capacity” — covering strategy, execution, optimization, and reporting. My role blended strategist, project manager, and execution lead, ensuring every piece of the campaign aligned with growth goals.

Solution & Approach

To cut through noise in crowded markets, I designed the #EZIPAYIT campaign — a memorable, user-centric call-to-action urging audiences to “just EziPay it” for all payment needs.

I executed an integrated, bilingual (English & French) digital strategy that included:

• Digital Strategy & Storytelling: Positioned EziPay as a “personal banker” by addressing real payment frustrations and presenting EziPay as the trusted solution.
• Website Development & Conversion Optimization: Designed a Pan-African site optimized for installs, registrations, and regional audiences.
• SEO & Search Marketing: Built search visibility through targeted content, SEO, and display campaigns.
• Social Media Management: Ran always-on content across Facebook & Instagram, combining storytelling with community growth.
• Paid Media Campaigns: Executed Display Ads, Universal App Campaigns, and performance-driven media buying to deliver low-cost installs.
• Video & Content Creation: Produced short-form videos, tutorials, and blogs in English and French to educate and engage audiences.
• Influencer & Email Marketing: Partnered with regional influencers and used segmented email marketing to nurture leads into conversions.