Tele2
Driving more efficient acquisition with TikTok Smart+
Tele2 Smart+ Results
Tele2 used Smart+ web campaigns to lower web acquisition costs versus other digital channels, achieving an 82% lower cost per lead, a 42% higher conversion rate, and 7.7x lower CPA by optimizing for the website submit form event.
The Objective
Lowering acquisition costs in a competitive market
Tele2, a leading telecommunications provider, together with their marketing agency Inspired Latvia, aimed to diversify acquisition sources beyond traditional search and social platforms. In a saturated telecom market, performance efficiency was the main priority.
The objective was clear: generate web conversions at a lower cost than existing digital benchmarks and demonstrate that TikTok could become a scalable performance channel for form submissions.
The Solution
Scaling performance with Smart+ web campaigns
To reach their aggressive efficiency targets, Tele2 and Inspired Latvia moved away from manual campaign structures in favor of TikTok’s most advanced automated solutions. The strategy included:
Smart+ web objective
Tele2 used Smart+ to automate targeting, bidding, and delivery. This allowed the algorithm to identify users most likely to convert, reducing reliance on manual optimization.
Form submit optimization
Rather than optimizing for clicks or site visits, the campaign was strictly optimized optimized for the “Submit Form” event on the Tele2 website. This ensured the algorithm prioritized users with the highest intent to complete the conversion journey.
Performance-focused creatives
To complement the automated delivery, Tele2 utilized a mix of compelling, native-feeling creative assets. These visuals were designed to blend into the "For You" feed while maintaining a clear call-to-action that directed users to the website conversion page.
The Results
Redefining benchmarks for digital acquisition
The implementation of the Smart+ campaign, driven by the strategic planning of Tele2 and Inspired Latvia, became a strong performance driver, outperforming other digital channels. By focusing the algorithm on the submit form event, the campaign achieved a 7.7x lower CPA compared to legacy digital platforms, proving the immense efficiency of automated web acquisition on TikTok.
The strategic focus on intent-driven optimization resulted in a 42% increase in conversion rate, confirming that the Smart+ system successfully identified and captured users ready to convert. Most notably, Tele2 saw a CPL reduction of 82%, establishing TikTok not just as a reach tool, but as one of the most cost-effective performance channels in their marketing mix.
Your questions, answered
Business Help CenterWhat was Tele2 trying to improve?
Tele2 wanted to lower acquisition costs in a competitive telecom market and diversify beyond traditional search and social channels. The goal was to generate web conversions below existing digital benchmarks and show TikTok could support form submissions at scale.
How did Smart+ web campaigns help?
Tele2 used Smart+ to automate targeting, bidding, and delivery instead of relying on manual campaign structures. The campaign was optimized for the website's “Submit Form” event, with TikTok-first creative and a clear call to action to support web conversions.
What results were reported?
The campaign reported an 82% lower cost per lead, a 42% higher conversion rate, and a 7.7x lower CPA compared with other digital channels. The case study also notes that it is for informational purposes only and that past performance does not guarantee future results.