Nedbank’s Roblox Chow Town campaign, in collaboration with MSL and child influencer Kairo Forbes, aims to educate pre-teens about financial literacy within Roblox. The campaign aligns with the bank’s brand narrative of Play, Learn, Earn and leverages the popularity of online gaming platforms. It successfully reached over 5.6 million people, generating over 470 000 organic engagements and 5.4 million organic video views, demonstrating widespread interest and participation. The campaign exceeded key performance indicators on Instagram and TikTok, with engagement rates of 10% and 7% respectively, showcasing its effectiveness in influencer marketing within the financial sector. By integrating financial lessons into gaming, Nedbank makes education enjoyable for young learners, proactively addressing financial illiteracy for South Africa’s youth.
