1.2 million TikTok views in one month for a mobile wallet that has to earn trust before it earns users.
A licensed digital wallet launching into the Sudanese market needs mass awareness, agent confidence and users who complete verification. In March 2026 TikTok delivered the first, LinkedIn the second, and a plain-language KYC series went after the third.
Period: March 2026, one month inside an ongoing retainer. Every figure is taken from the client report and labelled with its source. No figure has been rounded upward.
The client
Zakhir is a Central Bank of Sudan licensed digital wallet for transfers, bills, airtime and merchant payments. Cush runs its marketing: brand and sonic identity, content across Facebook, Instagram, TikTok, LinkedIn and X, and the education content that turns a download into a verified account.
Where they started
A brand with a strong February behind it and a harder question in front of it: how do you turn a burst of attention into a user base in a market where people are cautious with money and unfamiliar with the product category?
What was wrong
A financial product is not bought on features. It is bought on recognition and trust, and the two audiences that matter, everyday users and the agents and businesses who move money for them, need different things said in different rooms.
What we did
An official jingle video: authentic local imagery and a professional musical signature, so the brand is recognised in a second, with sound on or off.
LinkedIn separated from the consumer channels and given a specialist professional tone aimed at corporate partners and prospective agents.
An "account verification" content series that breaks the KYC process into clear steps, aimed at the users who download and then stall.
Video produced for the TikTok algorithm rather than repurposed from elsewhere.
What changed
TikTok reached 1.2 million video views and 20,350 engagements, with followers up 2,710 per cent to 7,448. Facebook set a reach record of 373,632 and engagement rose 135.5 per cent to 15,073 actions from 5,898 followers. Instagram reach rose 737 per cent to 11,380. LinkedIn grew its professional following by 27.45 per cent. Total Meta reach passed 385,000. When the app launched, the client reports roughly 20,000 downloads in the first two months.
The evidence
Every number on this page carries one of three labels, and the period it covers is stated above the figures.
People have to recognise and trust a product before they will download it.
The sector was fintech. The move was a sonic and visual identity people recognise, separate rooms for consumers and partners, and education that removes the fear at the point of sign-up. Any regulated product has the same three steps.
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