Anna Voronina

It was September 2025, and Baku Electronics faced a familiar e-commerce crossroads. The back-to-school season was in full swing — a critical window when consumer spending spikes and competition intensifies. As the leading distributor of over 60 international brands across Azerbaijan, including Samsung, LG, Sony, and Apple, Baku Electronics knew they had the products. What they needed was a way to reach the right audiences at the right moment without burning through their marketing budget.

Burkit Finance, a credit consulting & brokerage services company decided to explore TikTok for lead generation. It wasn't an obvious choice — fintech and TikTok don't typically appear in the same sentence. But they committed to testing it. From June through August 2025, they would run a structured campaign and see what happened.

Meta taught algorithms to predict lead value before they appear. Google combined the reporting on websites and apps. TikTok declared war on bots. Telegram launched in Kazakhstan with euro accounts.

August brought a wave of marketing updates that signal where paid media is heading: more automation, less manual control, and a sharper focus on performance. Meta and Google leaned further into AI-driven optimization. TikTok tightened the rules around transparency and off-platform links. Telegram quietly positioned itself as a more serious player for advertisers.

We're Evido by Aitarget, a Telegram Ads reseller. We have an exciting case study to share with you.

Join Ismayil from Evido and Zamin from OnDigital for a practical session on how global brands can achieve local success. This exclusive webinar will unpack a real‑world case study with Lacoste, showing how a renowned global brand partnered with a local agency to thrive in the Azerbaijani market. You’ll learn how to adapt messaging, creatives and targeting for a local audience, and see the results across Meta, Google and SEO.