PERFORMANCE MARKETING · USER ACQUISITION
Telenor Pakistan needed its 50M+ subscribers to go digital. Happy Ads used network-targeted app acquisition to drive meaningful MyTelenor App adoption — reaching the right subscribers, in the right apps, at the right moment.
The Challenge
Telenor Pakistan — the country's second-largest mobile network operator with 50M+ subscribers — was investing in digital self-service through the MyTelenor App: a platform enabling subscribers to manage their accounts, buy data bundles, pay bills, and access Telenor services without visiting a retail store or calling customer service. The challenge: most of Telenor's subscriber base was still managing their accounts through traditional channels, and app adoption rates among non-tech-savvy subscribers were significantly below the platform's potential.
The acquisition goal was not just installs — it was activated users: subscribers who would install the MyTelenor App and complete at least one meaningful in-app action (bundle purchase, bill payment, or account management task). Installs that didn't lead to activation were a cost without commercial value. Telenor's definition of success was a user who had meaningfully shifted their account management behaviour from offline to the app.
The targeting precision required was significant: Happy Ads needed to reach Telenor subscribers (not Zong or Jazz subscribers) across Pakistan's digital media landscape — a network-level targeting challenge that required direct subscriber data integration or proxy targeting strategies sophisticated enough to approximate the same result.
The Solution
Telenor Pakistan — the country's second-largest mobile network operator with 50M+ subscribers — was investing in digital self-service through the MyTelenor App: a platform enabling subscribers to manage their accounts, buy data bundles, pay bills, and access Telenor services without visiting a retail store or calling customer service. The challenge: most of Telenor's subscriber base was still managing their accounts through traditional channels, and app adoption rates among non-tech-savvy subscribers were significantly below the platform's potential.
The acquisition goal was not just installs — it was activated users: subscribers who would install the MyTelenor App and complete at least one meaningful in-app action (bundle purchase, bill payment, or account management task). Installs that didn't lead to activation were a cost without commercial value. Telenor's definition of success was a user who had meaningfully shifted their account management behaviour from offline to the app.
The targeting precision required was significant: Happy Ads needed to reach Telenor subscribers (not Zong or Jazz subscribers) across Pakistan's digital media landscape — a network-level targeting challenge that required direct subscriber data integration or proxy targeting strategies sophisticated enough to approximate the same result.
Key Results
Thousands
New MyTelenor App Users — Nationwide
50M+
Telenor Subscribers Accessible via Network Targeting
Activated
Users — Not Just Installs
Digital
Shift — Offline → App Self-Service
Key Insights
01
02
Generic telco app creative ('manage your account easily') performs poorly against activated-user benchmarks because it describes the app's general utility without connecting to the subscriber's specific daily use case. Happy Ads' feature-segmented creative — showing each subscriber type the specific feature most relevant to their behaviour — consistently drives 2–3× higher in-app activation rates than generic creative because the subscriber arrives in the app already knowing what they came to do.
03
Pakistan's 200M+ population is underbanked but almost universally mobile-connected. Telco apps like MyTelenor, JazzCash, and Easypaisa are the primary digital finance entry points for Pakistani consumers who don't yet have bank accounts. Driving activation of these apps isn't just a telco commercial objective — it's an entry point into Pakistan's digital financial inclusion story. Performance marketing that drives MyTelenor activation is building the digital infrastructure for Pakistan's next wave of financial services adoption.
