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Case Study:

WorldRemit x MTN Kampala Marathon

  • Client: WorldRemit
  • Location: Kampala, Uganda
  • Project Name:   MTN Kampala Marathon

Objective

WorldRemit aimed to influence remittance behaviour by shifting the focus from senders to recipients. While many migrants still rely on traditional offline money transfers, this campaign sought to empower receivers—encouraging them to advocate for digital remittances within their families and communities. The goal was to build awareness and trust in WorldRemit’s online platform by leveraging a mass community event in Uganda.

Mechanics

The Promota Africa led a high-impact offline activation at the MTN Kampala Marathon—Uganda’s largest public event, drawing over 100,000 attendees. Using a culturally grounded approach, we delivered a branded experience that combined educational outreach with direct community engagement. Our trained, culturally matched ambassadors engaged marathon participants and spectators with demonstrations, informational giveaways, and interactive stations. Messaging was focused on educating recipients about the speed, affordability, and convenience of WorldRemit's digital transfers—equipping them to influence their families abroad.
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Outcome

WorldRemit achieved significant visibility and engagement in a single day, with direct interactions reaching thousands of Ugandan attendees. The campaign sparked meaningful conversations around digital remittance adoption, reinforced brand credibility, and activated a new influencer group—recipients—who are now better informed and motivated to drive change in how money is sent home.

Deliverables

  • Full-scale offline activation planning and execution
  • Branded event space at MTN Kampala Marathon
  • Culturally matched ambassador recruitment and training
  • Community engagement materials and digital support
  • Educational outreach tools tailored to recipients
  • Post-activation engagement reporting

Engaging Uganda’s Diaspora to Drive Digital Remittance Adoption

Reaching the Ugandan Diaspora: A High‑Value Remittance Market Opportunity

Unofficial estimates suggest there are over 230,000 Ugandans living in the UK — a large diaspora with strong ties to home.

Uganda now receives more than US $1.4 billion in annual remittances from abroad. familyremittances.org+1

This diaspora represents a meaningful opportunity for remittance services and multicultural marketing. At The Promota Africa we offer in‑community outreach, culturally matched ambassadors, and trusted activations to help brands engage this group authentically — turning remittance potential into real growth.

Get in touch today to start building authentic connections.

what we do

At The Promota Africa, we deliver end-to-end multicultural marketing campaigns that connect brands to African, Caribbean, Asian, and diaspora communities across the UK and Europe. Our in-house teams provide culturally intelligent strategies rooted in real community insight.

Building real connections on the ground

We design and execute direct outreach programmes that take your brand into community hubs, delivering face-to-face impact where trust matters most.

Culturally Matched Promotional Staffing

Our trained brand ambassadors come from the communities you want to reach, ensuring authentic communication and stronger audience resonance.

Localised events with cultural relevance

From venue selection to cultural programming, we manage events that reflect the values, languages, and traditions of diaspora communities.

Communicating clearly, across cultures

We create print and digital materials tailored to your audience’s language and cultural nuances, ensuring clarity and impact in every interaction.

Driving behaviour change through information

We craft campaigns that inform and shift perceptions—ideal for brands introducing new technologies or services to traditionally offline users.

Finding and understanding niche communities

We map hard-to-reach diaspora groups, using community knowledge and local insight to pinpoint effective outreach locations and channels.

Our Work in Action

At The Promota Africa, our gallery showcases the depth and breadth of our culturally intelligent campaigns. Each image reflects hands-on community engagement, vibrant in-community activations, and authentic brand moments delivered by culturally matched teams. From grassroots remittance education to diaspora-led events, our work speaks to the trust we build and the connections we create—where your audience lives, worships, celebrates, and shops. This is more than marketing. It’s meaningful, measurable impact in real communities.

Tapping Uganda’s Global Diaspora

Uganda

Reaching Remittance Receivers in Uganda

Kampala

Empowering Communities, Driving Adoption

Kampala

Connecting Diaspora to Digital Transfers

Uganda

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Successful Cases

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Major project undertaken Cost for clients

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Over 45 Happy Clients

Insight

Unlocking the Value of the UK Ethnic Consumer Market

Ethnic minority households in the UK hold an estimated £252 billion in annual disposable income (2023), with projections reaching £3.06 trillion by 2031 and £16.7 trillion by 2061. Engaging just 1% of this market could deliver £2.34 billion in short-term value. Despite cautious consumer sentiment, this segment remains a high-impact growth opportunity—especially for fintech and remittance brands using trusted, community-based outreach.

Reaching Dispersed

Communities

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