Tele2

The Objective

Lowering acquisition costs in a competitive market

Tele2, a leading telecommunications provider, together with their marketing agency Inspired Latvia, aimed to diversify acquisition sources beyond traditional search and social platforms. In a saturated telecom market, performance efficiency was the main priority.

The objective was clear: generate web conversions at a lower cost than existing digital benchmarks and demonstrate that TikTok could become a scalable performance channel for form submissions.

The Solution

Scaling performance with Smart+ web campaigns

To reach their aggressive efficiency targets, Tele2 and Inspired Latvia moved away from manual campaign structures in favor of TikTok’s most advanced automated solutions. The strategy included:

• Smart+ web objective

Tele2 used Smart+ to automate targeting, bidding, and delivery. This allowed the algorithm to identify users most likely to convert, reducing reliance on manual optimization.

• Form submit optimization

Rather than optimizing for clicks or site visits, the campaign was strictly optimized optimized for the “Submit Form” event on the Tele2 website. This ensured the algorithm prioritized users with the highest intent to complete the conversion journey.

• Performance-focused creatives

To complement the automated delivery, Tele2 utilized a mix of compelling, native-feeling creative assets. These visuals were designed to blend into the "For You" feed while maintaining a clear call-to-action that directed users to the website conversion page.

The Results

Redefining benchmarks for digital acquisition

The implementation of the Smart+ campaign, driven by the strategic planning of Tele2 and Inspired Latvia, became a strong performance driver, outperforming other digital channels. By focusing the algorithm on the submit form event, the campaign achieved a 7.7x lower CPA compared to legacy digital platforms, proving the immense efficiency of automated web acquisition on TikTok.

The strategic focus on intent-driven optimization resulted in a 42% increase in conversion rate, confirming that the Smart+ system successfully identified and captured users ready to convert. Most notably, Tele2 saw a CPL reduction of 82%, establishing TikTok not just as a reach tool, but as one of the most cost-effective performance channels in their marketing mix.