MTEL Germany
Reaching the Balkan diaspora in Germany with a TikTok-native acquisition strategy
The Objective
Increase service conversions and acquisition using TikTok
MTEL Germany is a telecommunications operator in Germany and part of the Telekom Srbija Group. Using TikTok, the company aimed to present its services primarily to users from the Balkans living and working in Germany, turning engagement into measurable purchase intent.
The goal was to reach the diaspora audience and move beyond awareness by driving active interest in services such as TV packages with home-country channels and mobile tariffs that keep users connected to both Germany and the Balkans.
The Solution
Native creatives and funnel optimization to move users from awareness to action
To reach high-intent users, MTEL Germany combined several targeting approaches, including retargeting, lookalike audiences, and hashtags related to the Balkans. The goal was to identify users most likely to complete a purchase.
Given the longer purchase journey typical for the telecom industry, the campaign optimized for the Add to Cart event. This helped filter out low-quality traffic and provide the algorithm with stronger signals for scaling performance and moving users from the middle to the lower funnel.Key elements of the strategy included:
Precision targeting to reach users most likely to convert
Strategic optimization focused on the Add to Cart event to prioritize high-intent traffic
TikTok-native creatives designed to feel authentic within the For You feed
The Results
Efficient scaling, record-breaking engagement, and high-intent growth
Performance increased significantly in Sept-Oct compared to July-Aug:
+105% video views, showing strong engagement with the native storytelling approach
+77% clicks, significantly increasing traffic while maintaining efficiency
+66% growth in Add to Cart, confirming the campaign’s success in guiding users through the longer telecom purchase journey
The combination of precise targeting and TikTok-native creative helped MTEL Germany connect with the diaspora audience and drive stronger performance across the funnel.