About the Client
Yesim is a telecommunications company specializing in global eSIM solutions for travelers and corporate clients. The company provides virtual SIM cards with mobile data plans — without the need to use physical SIM cards.
Covers over 200 directions worldwide and works with local operators in more than 150 countries. Headquarters in Switzerland (Geneva) and Latvia, with an additional office in Zug. Founded in 2019.
Positioned as a next-generation global eSIM provider: affordable rates based on direct local partnerships, secure connection (including VPN and virtual numbers), convenient one-click activation, flexible tariffs from local to global pay-as-you-go, and an excellent reputation with high user ratings.
Key Areas of Activity
Focus on tourists visiting Turkey — one of the key demand regions for local-rate eSIMs. Influencer content emphasized the ease of connection and the low cost of mobile internet while traveling, without roaming.
Large-scale involvement of travel influencers with local reach by country. Creatives were adapted to popular destinations — eSIM for Europe, beach vacations (Brazil, Thailand), and urban tourism (New York, London, Paris). Communication was built around a typical traveler’s question: “How do I connect to the internet right after landing, without wasting time and without a SIM card?”
Pilot launch with microbloggers in Germany to test the hypothesis of audience engagement. The goal was to test brand awareness, evaluate the eSIM Trial Plan, and gather initial feedback in the local German segment. Through micro-partnerships, feedback was collected and the value proposition and content format were adjusted.
Placement Platforms
Content was created as organic integration into travel routes.
Main focus
Stories, Reels, carousels (formats like “travel hacks,” “what to pack,” “my experience with eSIM”)
Short native videos showing connection steps, comparisons with physical SIMs, and travel tips
Additional channels
Integrations into travel vlogs and collections (e.g., “top apps for traveling,” “what I use abroad”)
Goals and Objectives
Key Campaign Goals:
- Increase awareness of the Yesim brand in the competitive eSIM landscape
- Drive direct sales and engagement with the Trial Plan
- Explore and test influencer cooperation formats across tiers (from micro to mid-tier)
Actual Achievements:
- Successfully tested regional offers
- Achieved massive coverage in key travel destinations during high season (including Turkey, France, LATAM)
- Identified 3 influencers for long-term partnerships based on engagement, feedback, and branding performance
From Testing to Scaling
To promote Yesim’s eSIM service, we built a step-by-step campaign — from hypotheses and A/B testing to large-scale rollout in international travel segments. The main focus: relevance, trust, and organic integration of the product into everyday travel scenarios.
Preparation: Audience, Offers, and Geography
At the first stage, we focused on the German market — a country with active tourist flow and a digitally mature audience. The primary goal was to test product positioning and identify effective creative formats.
We conducted an audit of travel influencers targeting the German Instagram and TikTok segment and selected bloggers with relevant audiences: travelers, digital nomads, residents of large cities who often go abroad.
Additionally, we benchmarked Yesim’s competitors — we analyzed the most effective eSIM integration cases in travel content and formulated key hypotheses for the first wave:
- The audience understands the benefit of eSIM in the context of “internet right after landing”
- Connection triggers: price, convenience, and no need to buy a physical SIM
- The “first-person experience” format builds the most trust and conversion
Main selection criteria:
- Audience with active travel behavior (ER 2–5%, high % of foreign followers)
- Engagement via Stories, Reels, TikTok
- Strong reputation and audience trust
Testing and Trial Plan Launch
The first stage ran as a pilot:
- Launch with microbloggers in Germany
- Testing perception of the Trial Plan and identifying conversion triggers
- Analyzing feedback and user questions for further optimization
Scaling
After validating hypotheses, we moved to the scaling phase:
- Engaged over 50 influencers with reach from 20K to 4M followers
- Campaign launched in waves, synchronized with seasonal travel peaks
Platforms: TikTok, Instagram, YouTube.
ExamplesCreative Examples
The campaign creatives were built around Yesim’s key USPs:
- Instant eSIM activation without roaming
- Internet access right upon arrival
- User-friendly interface
- Secure connection
Videos and Stories across Instagram, TikTok, and YouTube were presented in the format of personal recommendations and travel hacks, with native integration of Yesim into the travel itinerary.
Leo in Asien
YouTube + Instagram · Native travel diary + mini product review
ScenarioA travel vlog across Southeast Asia emphasizing digital freedom. The blogger shows how they activate the eSIM on the way from the airport, mentions stable connectivity on islands, and the convenience of working without roaming.
Horizon Hunters — “Savvy Wallet Investing Expert: The Proven Blueprint to Building Wealth & Getting Rich” (Pensioncraft)
Collaboration with the Client
Work with the Yesim team was built as a strategic partnership with a high level of involvement.
Instead of the classic “brief → report” model, we implemented a flexible workflow, in which the client participated at every stage — from creative development to performance evaluation.
Centralized Process
All key campaign processes — from content approvals to placement tracking and metrics updates — were integrated into a single system. This ensured full transparency for both sides and allowed for real-time campaign management.
Fast Approvals
Instead of multi-stage approval chains, we built an efficient decision-making cycle. Creatives were launched within 24–48 hours after receiving materials — which was especially important during seasonal peaks and limited placement windows.
Data-Driven Flexibility
The client provided access to intermediate analytics on installs and user behavior. This allowed us not only to execute the media plan, but also to form hypotheses, adapt scenarios, and test new formats in real time — with a sharp focus on performance.
Joint Work on Positioning
The Yesim team was actively involved in shaping the offers and refining value propositions for different countries and audiences. Together, we defined key usage scenarios, which formed the basis of the creatives:
- Connecting immediately after arrival
- Replacing roaming
- Ensuring coverage in remote areas
On the client’s side, product insights and geo-priorities were provided — which allowed us to allocate budgets precisely for Turkey, Germany, LATAM, and other regions.
Final Result
Thanks to flexible communication and client engagement, we were able to:
- Adapt the campaign to each country’s specifics
- Speed up creative approvals and time-to-launch
- Collect high-quality data on installs and audience reactions
- Build a foundation for long-term influencer partnerships
Key Metrics
The campaign delivered strong performance across all key indicators, significantly exceeding client expectations in several areas.
Promo Code Activations
The campaign leader was Leo in Asien, with a total of over 2,500 activations across multiple videos.
2.5 times higher than the planned ROMI threshold
Link Clicks (CTR Surrogate)
Some individual integrations generated 350+ clicks to landing pages (Instagram + TikTok combined).
For several creatives, the click-through rate from total reach reached 8–11%, well above the travel industry benchmark.
KPI Completion
+143% above the original plan
+160% above the target metric
Influencers identified for long-term collaboration (based on ROMI and engagement metrics)
Conclusions and Insights
Why It Worked:
- Localization and relevance — content was adapted to real travel scenarios, which increased trust and conversion.
- The product was shown “in action” — activating the eSIM at the airport, hotel, or on the way, rather than just listing abstract benefits.
- Format and platform mix — Stories, Reels, TikTok, and YouTube provided multi-layered reach, strengthening brand awareness.
- Barrier reduction through the Trial Plan — the “try it for free” format drove a spike in initial installs.
What Could Have Been Done Differently:
- Stronger integration of Yesim’s visual branding into the content — to boost recognition among new users.
- Create dedicated creatives for business audiences (digital nomads, business travelers).
What We Learned for Future Campaigns:
- Utility-focused products like eSIM work best when solving a specific user problem — for example: “How to get online in a new country?”
- Conversion is significantly higher when the product is embedded into a travel scenario, rather than simply mentioned in a recommendation list.
- Travel platforms perform best in combination: TikTok drives initial reach and engagement; Instagram Stories reinforce interest through personal experience; YouTube explains the mechanics and builds trust.
- Peak travel periods (May, July, December) are critical for influencer campaigns — rapid deployment and geo-adaptive content are key.
- The Trial Plan remains a key trigger — especially when presented with strong storytelling.
- The travel audience is highly sensitive to authenticity — natural delivery and real-life context work better than staged formats or advertising clichés.
