From Clicks to Connections: Case Studies of Paystack, Flutterwave, and PiggyVest and How Nigerian FinTech Leverage Experiential Marketing for User Engagement and Brand Growth

By

Arit Effanga, Urenna Ochulo & Dr. Sammy A. Ajufo

Abstract

The Nigerian fintech sector has rapidly evolved from basic payment processing to comprehensive financial services, including savings, lending, and investments. With over 250 startups competing for user attention, differentiation has become critical. While transactional efficiency—speed, convenience, and security—remains important, it is insufficient to guarantee longterm loyalty in a market characterized by digital mistrust and regulatory gaps. This study explores how leading Nigerian fintech firms—Paystack, Flutterwave, and PiggyVest—leverage experiential marketing to transition from “clicks” (digital transactions) to “connections” (emotional and relational engagement). Using a case study approach, the research analyzes campaigns such as Paystack’s developer community events, Flutterwave’s cultural collaborations, and PiggyVest’s gamified savings challenges. Findings reveal that experiential strategies foster trust, build loyalty, and enable brand differentiation by embedding fintech platforms into everyday cultural and social experiences. The study also highlights how experiential marketing enhances investor confidence and market positioning in Africa’s competitive fintech landscape. By aligning digital convenience with cultural relevance, Nigerian fintechs demonstrate that financial services can transcend functional utility to become lifestyle facilitators. This research contributes to innovation literature in emerging markets, offering a model for fintech brands to deepen user relationships through experiential engagement.

Keywords: Nigerian fintech, experiential marketing, Paystack, Flutterwave, PiggyVest, user engagement, brand growth, trust, cultural alignment

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