How Truecaller Grew Branded Searches 30% Year Over Year With Influencers

Given Truecaller’s target audience and the challenge of breaking into a highly competitive market, Moburst recognized that traditional marketing channels alone wouldn’t be enough to differentiate the brand. Influencer marketing was the ideal solution for authentically conveying Truecaller’s value proposition through trusted voices. Social platforms like TikTok and Instagram allowed our influencers to entertain their followers while seamlessly incorporating Truecaller’s messaging into engaging, relatable skit-style content that appeals to their target audience. This approach also tapped into influencers’ organic reach, significantly boosting brand awareness and engagement at a much lower cost than traditional media or digital ads.

We executed a targeted influencer marketing campaign, selecting U.S.-based creators on TikTok and Instagram to craft videos that resonated with Truecaller’s key audiences. By giving influencers creative freedom, the content felt authentic and aligned with their personal brands, building trust, credibility, and engagement. Our success was driven by continuously analyzing various elements, including personas, video lengths, social platforms, and follower counts. We tested different types of influencers—such as teachers, lifestyle creators, and tech enthusiasts—ranging from micro-influencers with 10K followers to those with over 1M, optimizing for reach and impact. As the campaign progressed, we leveraged real-time data to pivot from tech influencers to higher-performing lifestyle creators and educators whose audiences aligned more closely with Truecaller’s messaging. We utilized trending sounds and hashtags for maximum visibility and engagement, driving viral content and boosting overall reach.

Moburst's influencer strategy for Truecaller delivered outstanding results. The campaign generated over 7.2 million views and 367,000 engagements, achieving exceptional cost efficiency at just $0.04 per view and $0.82 per engagement. Several influencer posts went viral, with the top videos reaching 2.2M, 1.3M, and 959K views—an impressive feat for brand-sponsored content, which typically struggles to match the viral reach of organic creator posts on TikTok. Our campaign’s engagement rate also soared to 5.09%—well above the industry average of 1-3%. Truecaller’s U.S. user base grew by 14.3%, and branded searches increased by 30% year-over-year, showcasing a significant uplift in brand visibility and user acquisition.