Beyond the basics: how TikTok became a full-funnel growth channel for Birmarket

The Challenge

As the largest marketplace in Azerbaijan, Birmarket aimed to supercharge its mobile app growth by acquiring new users and boosting in-app purchases. With TikTok emerging as a relatively underestimated channel in the country, early benchmarks hinted at untapped potential. The challenge: Could TikTok deliver sustained user acquisition, drive purchases, and scale up to meet broader business goals?

Why TikTok?

Birmarket’s campaign experience revealed TikTok’s advantages beyond just app installs:

• For apps:
  
  • Advanced SDK integration and robust attribution tracked users more precisely.
  • App-focused algorithms delivered targeted installs and quality activations.
• For broader advertising:
  
  • Lower CPMs expanded reach and maximized impressions within budget.
  • TikTok’s highly active audience enabled stronger brand messaging and conversions.
• Creative edge:
  
  • The creative-first ecosystem on TikTok inspired authentic content and deeper interaction.
  • Campaign data showed that both the quantity and quality of creatives were directly linked to improved results.

Strategy & Execution

Birmarket’s approach paired innovation with analytics:

• Campaign Types:
  
  • App Promotion for installs and activations.
  • Product Catalog Ads to drive purchases and brand awareness.
• Placements:
  
  • Leveraged auto-placements after successful A/B testing versus manual restrictions.
• Audience Targeting:
  
  • Broad targeting (ages 23–45) combined with remarketing and custom segments.
• Collaboration:
  
  • Birmarket led strategy and execution in-house, while Evido provided full TikTok access, local payment options, and expert support.

The Birmarket team designed and implemented the strategy independently, while Evido provided full access to TikTok, a convenient local payment infrastructure, and caring support to troubleshoot and resolve issues along the way.

Solutions That Made the Difference

• Smart+: delivered incremental user acquisition over organic and paid overlaps.
• Product Catalog Ads: created a top-of-funnel burst that converted into purchases through retargeting.

Pro tips from Birmarket’s experience

• Track traffic cannibalization between paid and organic sources when scaling up.
• Correctly set up attribution, utilizing internal data plus market benchmarks.
• Diversify creative formats to keep your audience engaged and drive performance.

The Results

• +30% increase in app installs over baseline.
• High activation rates powered by advanced algorithms.
• Efficient CPMs ensured maximum reach and impressions.
• Authentic engagement thanks to TikTok’s creative ecosystem.

Key Takeaway

“Test different ad formats and placements, but above all, invest seriously in creative development. Be ready to experiment — there’s no one-size-fits-all formula. Every brand has an opportunity to develop a unique approach, tailored to its audience and ambitions.”

— Faraz Jan Ahmad Nezhad, Acquisition Squad Lead at Birmarket