Kenya has an estimated 7.4–10.4 million MSMEs (formal and informal). Reaching 2 million business owners require a deliberate multi-channel strategy that combines mass digital reach with targeted conversion pathways.

Campaign Architecture

• Awareness layer: Paid and organic content on Facebook and TikTok explaining “What is the enterprise value of your IP?” with simple case studies from agri-processing and cosmetics.
• Education layer: WhatsApp broadcast lists and YouTube series on how to register a Business Name and then file utility models / protect trade secrets within the proposed 21-day window.
• Conversion layer: Landing pages linked to Business Registration Service (BRS) and KIPI/KIPA portals, county-level physical clinics, and partnerships with SACCOs, chambers of commerce and county governments.
• Amplification: Influencer partnerships with successful MSME owners, radio (vernacular + national), and integration with existing government MSME programs (KIEP, Uwezo, etc.). Facebook’s dominance in digital advertising spend (often 50–60 %+ of digital ad activity) and its mature targeting tools make it the backbone for reaching the 2-million threshold cost-effectively, supplemented by WhatsApp for retention and TikTok/Instagram for younger cohorts.