In the world of digital marketing, it is important not only to follow the audience, but also to stay ahead of it - to find new points of contact, test formats that are only gaining momentum, and use channels where the user feels as organic as possible. Testing new media is becoming an integral part of the strategy of brands striving for effective and timely communication.
The Tornado (Global Functional Drinks) brand of tonic drinks, together with the MediaMind agency and the Mobidriven advertising platform, conducted an advertising campaign in Telegram mini-apps (TMA), testing this channel as a platform for reaching an active digital audience.
Task
The goal of the campaign was to deeply evaluate Telegram mini-apps as a promising communication channel with an active audience. The main objective of the project was to test the quality of traffic attracted through this format, as well as to capture how interaction within mini-applications affects Tornado's key brand metrics, such as recognition, memorability of ads, and purchase intent.
Conducting an advertising campaign
As part of the placement of Telegram mini-apps, two full-screen formats were tested: banner (Banner Interstitial) and video (Video Interstitial). These formats were chosen due to their high visibility and ability to form a stable memorization of the advertising message.
In total, over 900,000 impressions were delivered during the campaign, which provided coverage for over 200,000 unique users. Advertising demonstrated a high level of engagement: users made more than 10,000 clicks on creatives, which confirmed the effectiveness of the selected formats in the context of Telegram mini-apps.
The Brand Lift Survey
To objectively assess the impact of an advertising campaign on Tornado's brand metrics, a study in the Brand Lift Survey format was conducted. Before the launch of the placement, more than a thousand Telegram mini-apps (TMA) users took part in an initial survey through an integrated questionnaire banner. The participants answered three key questions that allowed them to capture the initial indicators of brand recognition, interest, and attitude. These data formed the basis of the control group.
After the end of the advertising campaign, a test group was formed, comparable in size and other characteristics. More than a thousand new respondents, also involved in the Telegram mini-apps ecosystem, answered identical questions. Comparing the results of both groups made it possible to determine the growth of key brand indicators and to record the impact of the new channel on the perception of the Tornado brand.
Results
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Сonclusions
The results of the Telegram mini-apps test campaign exceeded the expectations of the project participants and confirmed the potential of the new channel as a brand communication tool.
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Positive impact on brand metrics. The Brand Lift Survey has recorded an increase in key indicators — recognition, interest, and loyalty — among users interacting with TMA ads.
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Traffic quality. The media traffic from Telegram mini-apps turned out to be comparable in terms of engagement and depth of interaction with the results of placements in traditional mobile in-app formats.
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Audience relevance. Despite the current limitations on targeting in TMA and the specific audience behavioral model, the format has shown high efficiency in accurately matching the brand profile with the target audience of mini-apps. In the case of Tornado, this coincidence turned out to be almost complete, which ensured a high response and engagement.
Thus, Telegram mini-apps can be considered as a promising direction for advertising campaigns aimed at a young and active audience, especially in cases where the brand is looking for non-standard points of contact with consumers.
The project team
Global Functional Drinks (client)
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Marketing Director: Irina Vasilyeva
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Media Lead: Anton Timofeev
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Senior Brand Manager Gaming: Alexey Bolychev
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Senior Brand Manager: Elizabeth Secreto
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Brand Manager: Vladimir Bobrov
Mobidriven (advertising platform)
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Director of Communications: Andrey Son
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Director of Customer Relations: Daria Zorina
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Buying Director: Konstantin Gorelov
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