We were managing more than 50 campaigns per month in campaign communications for new customer acquisition for the Paycell Application and we were not able to communicate all of the collaborations. While moving our communications to digital, we were prioritizing our campaigns with past performances and testing processes and tracking their performance separately. There is a need for optimization here and this system had to be followed in an automated way.

There are some strong brands on the competition side. We wanted to stand out from the advertisements of these brands and stand out in the online payment system market in our country. A large proportion of the population exceeding 80 million uses payment systems and they want to benefit from the privileges offered due to their economic situation.

We decided to use a unique and artificial intelligence-based advertising model in each medium in order to direct new customers to install the application, increase the overall user base and optimize the increasing download costs. In this way, we would be able to dynamically show our most interesting benefits to our target audience based on their demographic characteristics, interests and media consumption.

We have created and integrated Paycell's product catalog containing +50 campaigns to TikTok's systems. We utilized TikTok’s customizable visual template to dynamically highlight their offers and messages. We than started to replace our separate and manually operated campaigns with DSA (Dynamic Showcase Ads) and achieved all their business goals!

We have showed offers perfectly fitted to 43.3M potential customers and achieved incredible business impact according to BAU campaign has same budget.

+%103 more installs with -%46 CPI in Meta

+%24 more installs with -%40 CPI in Tiktok (%25 lower budget)