The IZI company, which started as a mobile operator, has now transformed into an "entertainment operator" by adding music, original shows, and movies to its application while maintaining its mobile operator functionality. From the very beginning, the brand has focused on promoting itself through digital channels. One of the key channels for promoting the mobile application is TikTok. IZI was among the first in Kazakhstan to consistently collaborate with this video platform, conducting large-scale marketing campaigns. Artem Pushkin, the marketing director of IZI, shares the outcomes of this partnership.
Artem, what do you think today's users expect from telecom operators in terms of experience and services? How have their expectations changed recently?
— Consumers generally want to receive services, products, or content as quickly as possible, ensuring they are of high quality and easy to use. Our first slogan was "IZI - a mobile operator without imposed rules." This aptly describes our business philosophy. Our users pay not when the operator wants them to, but when they have used up their gigabytes or phone minutes, that is, based on the actual services provided. Today, people do not want to go somewhere to buy a SIM card for their smartphone, wait in line, or fill out documents when everything can be done online. In this regard, IZI fully meets its customers' expectations: through our app, any user can order a SIM card that will be delivered by a courier or even obtain an e-SIM. Our users jokingly refer to us as the "mobile operator for introverts" (laughs).
@izi_app Watch for free and without ads on IZI!
♬ original sound - IZI
What does your current marketing strategy entail: which audience and markets are you targeting, and what channels and approaches are you using?
— We have a young audience that seeks new products that are simple, convenient, and flexible in use. Regarding our marketing strategy, we do not have direct sales offices. Since we lack a sales force, we build our own marketing strategy based on digital promotion. We always strive to be first in everything, including the platforms we launch on.
Is it true that IZI is one of the first Kazakhstani brands to launch major marketing campaigns on TikTok? Why did you initially decide to consider this platform for marketing?
— This is indeed the case: in 2020, we became one of the first to officially collaborate with this video platform and launch advertising there in Kazakhstan. TikTok interested us due to the engagement and interest it generated among the audience. At that time, it was hard to find someone who didn't share TikTok videos with friends and acquaintances, even posting them on other platforms. The most important thing was that TikTok engaged our target audience, which is the young, financially capable generation whose presence on the platform was actively growing. We couldn't miss out on this opportunity.
@izi_app All new subscribers receive 30GB of internet for 7 days upon activating their SIM card or eSIM. Join us and surf without limits!
♬ original sound - IZI
Can you share some of the most notable campaigns you've conducted on TikTok? What were their goals and essence? Did they meet your expected results?
— Most of our advertising launches are performance campaigns focused on sales as the end result. We implement such campaigns continuously. We analyze which channels are effective for different types of creative; if a campaign stops working, we immediately replace it with another; if a video does not deliver the expected results, we create a new one and publish it right away. This is our fundamental principle.
We also worked with TikTok on a wide-reaching placement format within the special project "Try Something New on IZI," involving local creators. They showcased how easy it is to access services from a new generation mobile operator. In this campaign, creators experimented with new professions, demonstrating that trying something new is easy.
We also strive to frequently conduct incrementality studies that help measure the true impact of advertising campaigns on achieving business goals. For instance, in August, we launched a TikTok campaign optimized for users to take specific actions within the app — aiming for deep engagement. According to the results of the Conversion Lift Study (CLS), we assessed the platform's high effectiveness: on Android, the incremental conversion growth in the app was +39%, while on iOS it was +26%. These are very high figures.
Conversion Lift Study (CLS) is an incrementality measurement study that evaluates the real impact of TikTok advertising on achieving business goals. Based on the methodology of the incremental test, which is the gold standard of the industry, CLS determines which conversions were a direct result of TikTok advertising. By measuring and understanding the actual contribution of the advertising platform, advertisers make confident, data-driven decisions about marketing strategies and budget allocation.
How do you select creators for collaboration? What does the collaboration entail, and how do you evaluate the work done? In your opinion, how beneficial is the involvement of creators in advertising campaigns for brands overall?
— It is important for us that these are truly great creators with their own ideas, who approach their work creatively rather than strictly adhering to the brief, perhaps even enhancing our concepts. As I mentioned, the DNA of our brand is based on the slogan "Freedom from imposed rules," and if a brand prefers to work only with large creators, that is also imposed rules of the game. Therefore, we select creators who may not necessarily have a large audience.
In terms of evaluating collaboration, the "Try Something New on IZI" campaign on TikTok turned out to be very successful. We see how different creators perform based on audience response and the quality of the content created.
How do you generate creative ideas for content on TikTok to capture attention and maintain audience interest?
— We understand the specifics of our product and the audience's needs and strive to combine these aspects. We want to showcase the advantages that users can gain by connecting with us. Therefore, all our collaborations with creators are based on the benefits we offer and the problems our target audience faces that we can help solve.
What trends in brand promotion in mobile technology and telecommunications do you think will be relevant in the coming years? And what role will TikTok play in this?
— In my opinion, promotion for all brands, not just mobile operators, through digital channels will become increasingly widespread with each passing year and month. Working with marketing channels as online platforms develop is becoming more accessible for everyone, even for micro and small businesses, allowing them to reach a larger audience with relatively small investments.
Another trend is AI technologies, which can elevate this collaboration to a higher level. Creating advertisements with generative AI will be clearer, of higher quality, and undoubtedly cheaper.
Specifically regarding TikTok, this platform follows the same trends. It is a channel that makes content promotion more native. To work on this video platform, there is no need to set up an entire filming set or hire a team of copywriters or an agency to write a script. Today, you can accomplish everything yourself, even at home, and it will be well-received by the audience. The key is to have an idea and information in the content that resonates with users. TikTok is about democracy, about ideas that work here and now. The most important thing is that this platform is effective.