Anya Korzunpresented by Yolchuyev Jalal, Digital Marketing Specialist at Irshad
Introduction
Irshad, a leading electronics retailer in Azerbaijan, has consistently adapted to changing market dynamics over its 24-year history. As consumer behavior shifts and new digital platforms emerge, Irshad decided to explore untapped marketing opportunities, focusing on platforms like TikTok. This case study examines why Irshad ventured into new platform testing, the obstacles faced, and how this approach has brought new opportunities to their marketing efforts.
Why Irshad Decided to Test New Platforms
Irshad saw TikTok's potential in its fast growth and high user engagement, especially among young, tech-savvy audiences. As an early adopter, Irshad aimed to leverage this new platform before market saturation by competitors.
With Evido's help, Irshad gained early access to TikTok's newly introduced advertising services in Azerbaijan, allowing them to pioneer local TikTok advertising and reach new audience segments before competitors.
Overcoming Obstacles in a New Environment
Navigating a new platform required time and resources to understand its policies and optimize campaigns for maximum effectiveness. During the initial stages, Irshad's account was temporarily—and incorrectly—blocked due to the platform's rules.
Irshad's partnership with Evido proved helpful in swiftly resolving these issues. Evido helped unblock the account, allowing Irshad to proceed with their campaign without significant delays. This quick resolution ensured that their marketing initiatives stayed on track and that they could fully leverage the benefits of being early adopters on the platform.
Campaign Efficiency on TikTok vs. Meta
Irshad chose TikTok for its growing user base and high efficiency compared to established platforms like Meta. A $1,000 ad spend on TikTok reached 1 million users, ten times more than on Meta.
This increased visibility led to better ROI. The same budget on TikTok generated 3,000 app downloads, versus 2,000 on Meta. TikTok's cost-efficiency and higher conversion rate made it a highly effective platform for Irshad's marketing efforts.
Cost-Efficient Testing with 0% Commission
A significant factor that made testing TikTok a cost-effective strategy for Irshad was the 0% commission offered by Evido. This financial advantage reduced the barrier to entry, enabling Irshad to experiment with the platform without the added pressure of high costs. By eliminating commissions, Evido provided a risk-free environment for Irshad to explore the platform’s potential fully and allocate more budget directly into the campaign itself. This cost efficiency was crucial in deciding to test TikTok, especially in an emerging advertising space.
Conclusion
Irshad's strategic testing of TikTok showcases the importance of embracing new marketing trends. This approach allowed Irshad to tap into new audiences, adapt quickly to challenges, and maintain cost-effectiveness with Evido's support. Recognizing TikTok's potential, Irshad plans to explore more advanced features. In today's rapidly changing digital landscape, testing new platforms isn't just tactical—it's essential for growth and competitiveness.
About Irshad
Irshad, a trusted name in Azerbaijan's consumer electronics for over 20 years, offers products from brands like Apple, Samsung, and Xiaomi. With 54 stores and an e-commerce platform (www.irshad.az), Irshad combines traditional retail with online services. As a leading partner of global brands, it supports 300+ dealers in wholesale and corporate sales.
In 2018, Irshad transformed its stores to enhance customer experience, creating modern, spacious locations. A new service center further demonstrates their commitment to customer satisfaction.
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