Bitaksi
Scaling Turkey's largest taxi hailing company through a tactical Smart+ campaign
The objective
Driving app installs for Türkiye’s leading taxi-hailing platform
Founded in Istanbul in 2013 by Nazım Salur, Bitaksi was created to digitise and improve the taxi experience for both passengers and drivers. What began as Türkiye’s first taxi-hailing app has grown into one of the country’s leading mobility platforms, using technology to make every journey safer, faster and more convenient.
While Bitaksi was not maintaining an organic presence on TikTok, the brand had previously used the platform for advertising and launched this campaign as part of its ongoing activity.
The primary objective was to drive app installs, using TikTok to reach potential passengers in Türkiye and encourage them to download the Bitaksi app.
The solution
Using Smart+ campaigns and TikTok-native content to drive app acquisition
The campaign ran from August to October 2025, targeting users of all ages and genders across Istanbul. As a non-seasonal activation, the strategy focused on driving consistent app acquisition throughout the campaign period.
Bitaksi used Smart+ Campaigns to automate campaign optimisation and reach users most likely to take action. Two campaigns were run simultaneously, testing different objectives focused on app installs and in-app events. This test-and-learn approach allowed the brand to compare performance across different goals and identify the most effective setup for driving its primary KPI, First Request.
The creative strategy centred on UGC-style content designed to feel native to the TikTok experience. Content incorporated relevant TikTok trends to present the Bitaksi app in an engaging and familiar format, helping the brand connect its service with everyday mobility needs.
Rather than working with external creators, Bitaksi developed and ran its own creative assets, keeping the campaign focused on scalable, TikTok-native content and automated performance optimisation.
The results
More installs at lower costs, through deep-funnel optimisation
The campaign delivered strong improvements for in-app acquisition, with in-app event optimisation outperforming install optimisation across the three-month test period. The approach generated 205% more SKAN-attributed installs while delivering a 44% lower average CPI, demonstrating a clear improvement in both scale and cost efficiency.
Across all three months, in-app event optimisation consistently generated 3x the monthly install volume of the install-optimised campaign. By optimising towards a key post-install action rather than the install itself, bitaksi was able to identify and acquire users more likely to engage beyond the initial download.
The test successfully demonstrated the value of Smart+ campaigns with an event objective, providing Bitaksi with a more scalable acquisition model for TikTok. Performance was further supported by TikTok-native UGC creative that incorporated platform trends and embedded the brand’s offer naturally within engaging content, helping capture attention and drive conversion.
Overall, the results established in-app event optimisation as the stronger approach for bitaksi, delivering greater install volume while reducing acquisition costs.
"This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance."
Switching to in-app event optimization on TikTok was a pivotal decision for our user acquisition strategy. Over three months of controlled testing, the results were unambiguous — in-app event optimization generated three times more SKAN attributed installs per month while cutting our average CPI by 44%. The gap only widened as the test progressed, making it clear that this approach is not just more efficient but significantly more scalable. TikTok's in-app optimization has now become a core pillar of how we grow."