Case 15 / 15
Mobile Operator: Reaching Central Asian Newcomers Across Digital
3.9M people reached, with clicks at 2.5x plan and cost per click 62% below target
Industry / Telecom, Mobile Services
Period / Aug–Sep 2025
Geo / CIS
Channels / YouTube, Google, Telegram, Programmatic
Buying Models / CPV, CPM, CPC
Objective
Reach the largest possible audience of newcomers from Central Asian countries and build awareness of a mobile operator, part of a leading banking ecosystem, as an affordable and easy first step for people relocating to the region.
Solution
01
Built an integrated digital strategy for precise reach of Central Asian communities, combining YouTube, Google, Telegram and programmatic into one media mix.
02
Layered targeting by language, interests, context and behavioral segments, so the right audience was reached on the platforms it already uses every day.
03
Produced separate creative for each source country, in the audience's native language, rather than a single translated campaign.
04
Positioned the operator around the services newcomers need first: a SIM card, social insurance registration, government e-services, biometric ID and a bank card, all accessible through one ecosystem.
Results In Numbers
01
Clicks reached 249% of plan (81.9K actual vs. 32.8K planned), 2.5x above target
02
Cost per click came in 62% below plan
03
Impressions overdelivered by 26% (13.06M actual vs. 10.33M planned)
04
Reach exceeded plan by 25% (3.89M people vs. 3.10M planned)
05
Video views overdelivered by 23% (2.44M actual vs. 1.98M planned), with a view-through rate of around 70%
06
CPM came in 25% below plan, increasing reach within the same budget
07
All KPIs were exceeded while spending only 95% of the planned budget
Related Work
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