MTEL Germany
Reaching the Balkan diaspora in Germany with a TikTok-native acquisition strategy
Diaspora Reach, Higher Intent
MTEL Germany used a TikTok-first acquisition strategy to reach the Balkan diaspora in Germany, combining precise targeting, Add to Cart optimization, and authentic creative to lift video views by 105%, clicks by 77%, and Add to Cart by 66%.
- Targeting included retargeting, Lookalike Audiences, and Balkan-related hashtags.
- Add to Cart was the key optimization event for the longer telecom purchase journey.
- This case study is for informational purposes only; past performance does not guarantee future performance.
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.
Your questions, answered
Business Help CenterWho was MTEL Germany trying to reach?
MTEL Germany focused on people from the Balkans living and working in Germany. The aim was to build active interest in services such as TV packages with home-country channels and mobile tariffs that help customers stay connected to Germany and the Balkans.
Why optimize for Add to Cart?
Telecom often has a longer purchase journey, so MTEL Germany optimized for the Add to Cart event instead of awareness alone. That approach helped filter out lower-quality traffic and focus on people showing stronger purchase intent.
What results did the campaign report?
Compared with July-Aug, performance in Sept-Oct showed +105% video views, +77% clicks, and +66% growth in Add to Cart. The case study also notes that it is for informational purposes only and that past performance does not guarantee future performance.