Tuko Copywriting Course
2025 Finalist
Overview of this campaign
1. Increase Awareness of Copywriting as a Career Path
Educate university students, freelancers, and media practitioners on the viability of copywriting as a profession through targeted marketing campaigns, social media engagement, and industry-led webinars.
As media houses struggle to retain talent, thousands of graduates enter the job market each year without practical digital skills, making them ill-equipped for available opportunities. Through a series of University Masterclasses in early 2024, we discovered that copywriting was virtually unknown as a career path among students. To validate this, we conducted questionnaires and polls on our social media platforms and found that 42.3% of respondents feared their lack of skills, while 40.8% didn’t know where to start. Additionally, 11% were concerned about industry saturation, and 5.6% worried about salary expectations.
2. Create a valuable educational product that can boost careers
We designed a structured, revenue-generating course to empower aspiring professionals. The course specifically targets media practitioners advancing their careers, small business owners seeking higher conversions, and, most significantly, freelancers looking to expand their services or pivot into copywriting.
3. Establish TUKO.co.ke as a Leader in Media Education
We set a goal to expand TUKO’s commercial footprint and establish its leadership in the media education market. We launched a full-fledged training hub by offering high-quality mentorship, internships, and exclusive learning opportunities. It helped TUKO broaden its readership base and cultivate skilled professionals, ready to uphold excellence in the media industry.
Results for this campaign
Since its launch in July 2024, the TUKO Copywriting Course has enrolled 110 participants. The initiative aims to equip aspiring writers with industry-relevant skills while expanding TUKO’s educational footprint.
To build credibility and reach a wider audience, monthly free webinars have been hosted, including “AI in action for Copywriters” by TUKO’s Editor in Chief Jacob Otieno and “Mastering Storytelling for Social Media” by SMM Chris Oyier. Training sessions garnered significant engagement from freelancers, small business owners, and professionals seeking to enhance their skills, resulting in 65,000 and 127,000 total views, respectively. These sessions have driven strong engagement and fostered community learning.
The course itself was developed by Legit’s and TUKO.co.ke’s best media professionals with decades of experience in copywriting - journalists, editors, SMM, SEO and PR professionals. The modular course structure (3 Modules, 14 sessions) caters to different skill levels, ensuring accessibility for all learners. Gold Module enrollees benefit from additional mentorship and an internship opportunity at TUKO.co.ke, offering hands-on industry experience.
Participants praised the course’s practical approach, particularly in advertising, website copy, and product descriptions. Case study breakdowns bridged theory with real-world application, while examples from well-known brands made lessons more relatable. Key topics such as editing techniques, audience targeting, and AI-powered writing tools stood out as valuable takeaways.
Building on its success in Kenya, the course has expanded to Legit.ng in Nigeria and Briefly.co.za in South Africa, adapting to each market’s unique media landscape. The next phase focuses on scaling enrollments through digital marketing, strategic partnerships, and content refinement, positioning the course as a long-term revenue stream while equipping professionals with in-demand skills.
