Telekom Serbia (mts brand)

The Objective

Reaching new audiences during TikTok’s market launch in Serbia

Telekom Serbia (mts brand) is the leading telecommunications operator in Serbia and one of the largest providers in Southeast Europe, offering a comprehensive portfolio of services including mobile communications, internet and TV services.

As TikTok launched in the local market, mts aimed to strengthen its position as a leading telco brand by activating the platform early. The goal was to increase reach, video views, and website traffic while promoting core services through fun, native video content aligned with TikTok best practices.

The Solution

Driving reach with smart delivery and native creative

To promote its 5G network and new tariffs, mts launched an awareness campaign focused on maximizing reach and visibility, aligned with TikTok best practices.

Key tactics included:

• Maximum delivery bid strategy to scale reach

• Frequency capping to avoid ad fatigue

• Native, engaging creatives designed to feel authentic in the TikTok feed

This approach helped mts maintain strong visibility without oversaturation, keeping users engaged throughout the campaign. Over time, the campaign evolved to further prioritize authentic storytelling and native video styles.

The Results

Massive reach, strong view quality, and standout engagement

March 1 – December 1, 2025 vs the previous period:

• CPC: ↓ 19.4%

• CPM: ↓ 27.7%

• Cost per 1,000 people reached: ↓ 9.46%

Performance improved significantly once TikTok-native creative and platform best practices were fully adopted, showing the platform’s ability to deliver efficient reach and engagement while lowering costs.

These results strengthened brand visibility and demonstrated TikTok’s ability to support awareness in the competitive telco sector.