Telegram Affiliate Carnival

Background

Messaging apps have evolved from simple communication tools into powerful commerce and engagement platforms. Recognizing Telegram’s rapidly growing influence among deal-seekers, community creators, and content-driven audiences, we launched the Telegram Affiliate Carnival, a first-of-its-kind competitive affiliate marketing initiative built entirely around Telegram-based communities.

The campaign brought together 45–50 leading brands and activated a wide network of Telegram channel owners and influencers, transforming Telegram into a full-funnel commerce engine.

Objective

• To leverage Telegram as a primary commerce and engagement channel
• To drive brand awareness and discovery through Telegram communities
• To create a competitive, gamified environment that motivates Telegram publishers
• To move beyond last-click marketing and enable full-funnel impact via messaging-led engagement

Insight

Telegram communities thrive on real-time engagement, trust, and peer-driven recommendations. However, most brand campaigns underutilize Telegram, treating it merely as a deal-sharing platform.

Our insight was simple yet powerful:
If Telegram publishers are given visibility, competition, and recognition, they will consistently drive scale, not just conversions but also brand consideration and loyalty.

Strategy & Execution

1. Telegram-First Carnival Framework

• Designed a Telegram-exclusive affiliate carnival
• Activated individual Telegram channel owners, influencers, and community admins
• Brands were promoted through:
• Deal alerts
• Product highlights
• Limited-time offers
• Community-driven recommendations

2. Gamified Leaderboard to Drive Engagement

• Introduced a real-time leaderboard, ranking Telegram publishers based on performance
• Instead of limiting rewards to the top 3, we rewarded the top 30 Telegram publishers, ensuring:
• Inclusion of long-tail and niche channels
• Sustained engagement throughout the campaign
• Healthy competition across community sizes

3. Full-Funnel Commerce via Messaging

Telegram enabled brands to reach consumers across the funnel:

• Top Funnel: Brand discovery through trusted Telegram communities
• Mid Funnel: Repeated exposure via message forwards, pinned posts, and comparisons
• Bottom Funnel: High-intent clicks and conversions through instant, frictionless messaging

The conversational nature of Telegram made brand communication more native, less intrusive, and highly engaging.

Results & Impact

• ₹100 Cr+ GMV generated for participating brands
• ₹3 Cr+ commissions earned by Telegram publishers
• 45–50 brands achieved large-scale visibility and conversions via Telegram
• Strong participation from long-tail Telegram channels, not just large communities
• Telegram emerged as a high-performing commerce channel, not just a support or broadcast medium

Best Practices & Learnings

1. Messaging Apps Can Drive Full-Funnel Commerce
   Telegram proved to be more than a deal-sharing tool—it effectively influenced discovery, consideration, and purchase.
2. Gamification Multiplies Engagement
   Leaderboards and broader rewards drove continuous participation from Telegram publishers.
3. Long-Tail Communities Deliver Incremental Growth
   Niche Telegram channels, when motivated, collectively delivered significant GMV.
4. Trust-Based Messaging Outperforms Traditional Ads
   Community-led recommendations on Telegram resulted in higher engagement and conversion intent.

Conclusion

The Telegram Affiliate Carnival demonstrated how innovative use of a messaging app can transform community conversations into high-impact commerce experiences. By combining Telegram-native engagement, gamification, and inclusive competition, the campaign delivered ₹100 Cr+ GMV, while empowering publishers and brands alike.

The Telegram Affiliate Carnival was a breakthrough initiative that redefined how messaging platforms can drive commerce at scale. By combining gamification, community-driven engagement, and a full-funnel approach, Admitad successfully transformed Telegram from a deal-sharing channel into a powerful commerce engine. The campaign delivered exceptional results, empowering both brands and publishers while setting a new benchmark for messaging-led performance marketing.

Neha Kulwal

Managing Director APAC & India, Mitgo