Introduction

Kenya’s wealth landscape is evolving rapidly. The country now counts more than 7,700 dollar millionaires, with this number projected to grow by 30% in the next five years. For this audience, financial decisions are never just transactions they are about strategy, trust, and meaningful long-term partnerships.

Background

Stanbic Bank’s Private Banking offering was built to meet these expectations. Tailored for high net worth individuals and professionals, it blends:

  • Dedicated relationship management
  • Personalised wealth planning
  • Exclusive lifestyle benefits

This is not a one size fits all model it’s banking that evolves with each client’s journey. But while Stanbic had already established strong traction offline, the challenge was to translate this premium experience into the digital space, where credibility and relevance matter most.

The Challenge

Reaching affluent audiences online wasn’t the issue. The real challenge was engaging them with intention and credibility. This group is selective, consuming digital content only from platforms that feel trusted, valuable, and aligned with their lifestyle.

Stanbic needed a digital strategy that mirrored its offline approach: personal, precise, and grounded in trust. Generic awareness campaigns weren’t enough this required careful audience definition and context-driven engagement.

The Solution: MediaPal’s Approach

MediaPal treated this as a relevance challenge rather than a simple reach exercise.

1.Audience Intelligence

We built high intent segments by combining platform insights, campaign data, and behavioral signals. This helped identify individuals who:

  • Consumed premium business and financial content
  • Traveled internationally
  • Owned flagship mobile devices

Together, these signals became a proxy for affluence and financial engagement.

2.Contextual Precision

Instead of chasing volume, we focused on premium digital environments where affluent audiences pay attention:

  • Curated programmatic inventory
  • Business news publishers
  • Lifestyle and luxury content hubs

Each placement was intentional, balancing cost-efficiency with brand integrity. The goal: ensure Stanbic’s message appeared in the right context, to the right people, at the right time.

3.MediaPal’s Edge

What made the difference was MediaPal’s ability to:

  • Access exclusive premium inventory across Africa.
  • Use behavioral and contextual profiling to refine targeting.
  • Ensure brand-safe, trust-enhancing placements for a financial institution whose reputation is everything.
Results

The campaign delivered:

  • 4.9 million impressions
  • 0.59% average CTR
  • 70% viewability

Beyond the numbers, the campaign helped Stanbic:

  • Build digital credibility with a hard-to-reach audience.
  • Position itself not just as a bank, but as a partner in wealth creation and financial growth.
  • Establish a scalable model for engaging affluent audiences online in the future.
Industry Context

This success reflects a broader shift. Across Africa, affluent consumers are moving online selectively seeking premium experiences and trusted information.Banks, investment firms, and luxury brands that wish to engage them must balance scale with relevance.

Stanbic’s digital strategy, powered by MediaPal, became a benchmark for how to do this effectively.

Client Testimonial

This campaign reminded us that scale and relevance can work hand in hand. MediaPal helped us move from visibility to connection reaching the right audience in a way that stayed true to our brand.

Looking Ahead

With Kenya’s affluent segment set to expand by nearly a third in the coming years, Stanbic is now positioned to deepen digital engagement with precision targeting, contextual relevance, and personalized storytelling.

MediaPal continues to refine these strategies not only for financial institutions but also for luxury and lifestyle brands across Africa proving that in the digital age, credibility is the new currency.