How Telegram Ads became a growth driver for a cashback service. Netpeak case study
Today, brands are constantly looking for new platforms to interact with their audience. Telegram is one of them. In 2022, the messenger rapidly gained popularity in Ukraine, and businesses began to take a closer look at its advertising opportunities.
However, the key question remained: can Telegram advertising help attract new customers and is it worth the investment?
Our team has tested Telegram Ads for one of the largest cashback services – LetyShops. Below is a step-by-step analysis of how we worked with channels, creatives, and analytics, and what results we got.
Among the 3 main goals:
- to test Telegram as a media channel;
- attract new users who actively use the messenger;
- to get transparent analytics that will allow us to evaluate the effectiveness of the campaign not only by impressions but also by registrations in the app.
Problem #1: Attracting a new active audience.
What did we do?
Conducted an audience analysis and created a media plan
- We analyzed the interests of the target audience of cashback services and identified 12 main thematic segments.
- We created a customized media plan: we selected more than 300 relevant Telegram channels – from channels with promotions to niche author channels with a high level of engagement.
Creatively adapted content to the format of the channels
- We developed more than 30 unique creatives for A/B testing, adapted to the style of each platform.
- We created our own Premium emojis that highlighted posts in the feed and increased CTR. This allowed us to reduce the cost of engagement.
Integrate diplinks and accurate analytics
- We used diplinks – dynamic links that automatically lead to the appropriate app store.
- We connected Appsflyer to track the full user journey – from click to registration in the app.
Solution: We developed a strategy that combined both analytics and creativity.
Problem #2: choosing the right platforms for placement.
Telegram is not the only platform where you can find your target audience, so it was important not just to run ads, but to choose the right channels that would bring in real users.
What did we do?
We segmented Telegram channels by topics relevant to the cashback service’s target audience
- Discounts and promotions: a key category for attracting cashback service users.
- Online shopping, marketplaces: an audience that is used to buying online.
- Fashion & Beauty: users who actively follow trends and new products.
- Author channels with trust in content: an audience with high engagement.
Solution: we developed a separate message with relevant content and style for each format.
Interesting fact: the use of Premium emojis gave an advantage: The CPM (cost per 1000 impressions) was €1.2, which is cheaper than an ad with a logo (€1.3).
Problem #3: evaluate the effectiveness of the media campaign.
In traditional media campaigns, it is difficult to track how the coverage is transformed into real business results. Our goal was not just to showcase the brand, but to prove that the campaign directly leads users to the app.
What did we do?
We connected tracking through Appsflyer
This allowed us to track not only conversions and installs, but also user registrations in the app.
Optimized the campaign in real time
This helped to disable ineffective channels and scale the ones that showed the best results.
Thesolution: segment channels by interest and connect analytics.
Three key business insights
Insight #1. Telegram Ads has proven to be an effective media channel, with the cost per 1000 impressions dropping to €0.5, which is significantly lower than the market average.
Insight #2. The campaign attracted a new audience that had not previously interacted with the brand, which opens up new opportunities for growth.
Insight #3. Telegram Ads has become a full-fledged part of the media mix with the potential for scaling and further optimization.
In this project, we went beyond a standard media campaign and created a new effective point of contact between the brand and the user. Telegram Ads was not just a tool for reaching the audience, but a channel that ensured high-quality interaction with the audience and conversion into real business results.
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