Case Study: Turkcell achieves 83–86% youth targeting and a 16-point ad recall lift with Facebook mobile app ads

Finding the right audience with Facebook mobile app ads

Turkcell, a leading Turkish telecom and technology provider, wanted young customers to download and use its new GNC app and needed to identify which digital channels best reached 15–25 year olds. The challenge was to engage that cohort effectively at scale and to measure which platforms delivered the most on‑target impressions.

Working with agency BPN, Turkcell ran short, humorous video and mobile‑app ads across Facebook, Instagram and other platforms and used Nielsen Brand Effect and DAR to measure outcomes. Facebook and Instagram delivered far higher targeting accuracy—83% of Facebook impressions and 86% of Instagram impressions reached 15–25 year olds (versus 53% for other platforms)—reached 13.9 million people (81% of campaign reach), produced a 16‑point lift in ad recall (90th percentile in EMEA telecom tests) and drove about 36,600 app downloads.

Turkcell

Orhan Bıyıklıoğlu

Senior Systems Administrator