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

Written by

Anya Korzun

Date published

October 3, 2025

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