Showcase Case Studies GOTyme Bank rebrand

A rebrand carried by real customers, not advertising

theSalt Activate mobilised 60 verified customers to switch to the new GOTyme Bank app, use it, and tell their own networks. One payday weekend. Two days to complete. Every target cleared organically.

GOTyme Bank customers switching to the new app

the challenge

A rebrand that had to be believed, not just announced
GOTyme Bank had moved from TymeBank, and customers needed to understand the shift, see how straightforward it is to move across to the new app, and watch the Instant Pay feature being used by people like them. Financial services is a noisy, low-trust category, so the brief was to cut through using credibility rather than broadcast, showing the switch happening in real hands.

the approach

Human voices at scale, deployed at speed

theSalt Activate leaned into what the category does best: real consumers, matched and briefed, demonstrating a product inside their own lives. Verified TymeBank customers upgraded to the new GOTyme Bank app, made a payment using the Instant Pay feature, and shared relatable, first-person content with their networks.
Each piece followed a simple, repeatable structure, and the whole activation was timed to payday weekend, when sending money is already top of mind and engagement runs hottest.

STEP 01

Open on the rebrand

Lead with the move from TymeBank to GOTyme Bank, so the name change registers first.

STEP 02

Ground it personally

Anchor the moment in a genuine, personal reason to send money - rent, family, a friend.

STEP 03

Show the feature

Clearly demonstrate the switch to the new app and the Instant Pay feature in use.

STEP 04

Share to the network

Post to the customer's own feeds and groups, where peers actually make decisions.

Customer sharing the GOTyme Bank rebrand from home Customer using Instant Pay at a restaurant Customer talking about switching to GOTyme Bank Instant Pay feature demonstrated on the GOTyme Bank app

Want to use real, relatable customer content in your next campaign?

Chat to us

The Results

Every target cleared – organically, in two days
Customers were activated at scale and the full campaign completed organically in just two days. Every participant demonstrated personal product usage, producing a high volume of authentic consumer-generated content distributed across their own social networks. Measured against the campaign KPIs:
1 755%
Organic impressions delivered against KPI
328%
Consumer-generated content produced vs KPI
120%
Participants vs KPI – 60 activated against a target of 50 (added value)
2 days
To complete the full campaign, organically, over payday weekend

What Customers Said

The proof, in their own words

Beyond the numbers, the clearest signal was sentiment. Real customers, in their own public comments, told their networks the switch was worth making.

Customer comments from the GOTyme Bank rebrand campaign

The takeout

A high-speed launch that combined authentic storytelling with the peer-to-peer trust required to move people from awareness to action.

Want to use real, relatable customer content in your next campaign?

Chat to us

The Mechanism

Why customer voices beat broadcast here

In financial services (where scepticism is high and decisions are personal) proximity beats reach. When someone you actually know shows you they have switched banks, it lands differently to a produced ad.

Customer voice marketing

Trust through proximity

  • Real, verified consumers using the product
  • Honest, first-person experience; no aesthetic brief
  • Conversations happen in DMs, feeds and group chats
  • Credibility compounds with scale
Customer creating authentic content for GOTyme Bank
Traditional produced advertising on a film set

Traditional category advertising

Reach through assertion

  • Brand tells the market the product is good
  • Polished, produced, distribution-ready
  • Performance tied to media buy
  • Lower trust in a sceptical category

The Platform

The infrastructure behind the customer voice category

Campaigns like Switch & Share are made possible by the network underneath them; vetted South African consumers, matched to briefs with precision, producing content brands own.

theSalt Platform · By the Numbers

Real people, profiled and ready to talk about brands they connect with.

700k+

Vetted South African consumers in the community

70+

Lifestyle data points used to match consumers to briefs

186k+

Pieces of authentic content produced through the network

the short story:

Instead of telling South Africans their bank had changed, theSalt let real customers show them.
By mobilising 60 verified customers to make the switch, use the new GOTyme Bank app and tell their own networks about it, a rebrand announcement became personal proof - delivered over a single payday weekend and amplified using advanced paid strategies.
Every target cleared organically in two days, with 1 755% of the impressions KPI, 328% of the content target and 120% of the participation target.

If you're not in the conversation, you're still being talked about.

Your next campaign is already in theSalt's network

More than 700,000 real South Africans, profiled, verified and ready to talk about brands they genuinely connect with. With theSalt Activate, customer voices are accessible at a speed and price point that changes what is possible.

Chat to us