We’re proud to share that PepsiCo South Africa, in collaboration with Matriarch, has been named a finalist in the 2025 Bookmark Awards, under the prestigious Communities category.
This nomination celebrates more than just a campaign. It recognises the ability of digital innovation to build genuine relationships with communities and honours brands that take the time to listen, learn, and lead with care.
Understanding the Heart of a Stokvel
At its core, the Siyanqoba Stokvel Club isn’t just about driving sales or launching promotions. It’s about deeply understanding the beating heart of the stokvel economy – one that thrives on trust, loyalty, and collective strength.
For millions of South Africans, stokvels are more than financial tools. They are social networks, rooted in shared goals and mutual support. The campaign is designed to respect this dynamic and contribute to it meaningfully – not as an outsider, but as a trusted partner.
Where Digital Meets Human
The campaign is built around a WhatsApp-based platform, but it’s powered by people. It’s not about generic automation or one-size-fits-all content – it’s about ongoing, human-led conversations, relevant touchpoints, and consistent communication that feels personal and purposeful.
From recipe inspiration to reward opportunities and everyday engagement, the platform is a trusted space where stokvel members connect with the brand in a way that feels natural and empowering.
A Grassroots Approach to Connection
What makes Siyanqoba different is the way it shows up. Rather than limiting engagement to year-end peak periods, the campaign is active throughout the year – showing up in community spaces, on people’s terms, in their language, and with their needs in mind.
Trained ambassadors visit stores and community hubs nationwide, starting conversations and onboarding stokvel members face-to-face. This real-world interaction brings the digital experience to life – building relationships rooted in trust, relevance, and cultural respect.
Recognition, Reward, and Real Value
At the heart of this initiative is a simple belief: consumers want more than marketing – they want to be acknowledged.
By showing up consistently with thoughtful content, campaigns, and rewards, the Siyanqoba Stokvel Club is a space of genuine recognition. Members feel seen and valued – and their everyday contributions to household decision-making are celebrated in meaningful ways.
A Celebration of Community
The Bookmark Awards’ Communities category is all about digital campaigns that bring people together in powerful ways. Siyanqoba is a campaign that did exactly that – blending technology and empathy to spark genuine connection.
Congratulations to the Team
This nomination is a celebration of true collaboration between brand, agency, community, and every individual who helped bring it to life. We’re proud to have partnered with PepsiCo South Africa to create a campaign that puts people first. Here’s to the power of partnership and purpose – congratulations again to everyone who made it happen.
