Fidget Town

The Objective

Gaining popularity through TikTok

Fidget Town is an online fidget trading game from South Korea that is widely beloved by pre-teens worldwide. The game allows users to collect, create, and trade digital fidgets with their friends. Trading fidgets started as a global trend in the real world. The Fidget Town team then took this experience to the virtual world after being inspired by TikTok content.

As Fidget Town gained local popularity, the team aimed to expand its market on a global scale by growing its user base in a cost-efficient way.

The Solution

Targeting and communicating with the right users

In order to increase global awareness and acquire new users, the team leveraged TikTok as a user acquisition channel by actively introducing new fidget items on their TikTok account and utilizing user-generated content (UGC) as posts. Content that performed well organically was promoted with TikTok Spark Ads to reach a wider audience and get more users to install the app.

Fidget Town worked with Airbridge, a member of TikTok's Marketing Partner's ecosystem, to track key metrics such as active users, revenue, and daily retention of users. Since users could create numerous accounts on Fidget Town to get multiple sign-up rewards, their user count was inaccurate. Airbridge helped the team understand the success of its service by providing device-based tracking, which proved to be more accurate at reflecting Fidget Town’s actual user numbers.

This collaboration with Airbridge also allowed Fidget Town to discover potential audiences with higher life-time value (LTV). By using the attribution data gathered through Airbridge, Fidget Town was able to group its users based on the campaign or ad creative that successfully led to a higher funnel conversion rate or higher LTV.

With this data, Fidget Town then optimized its marketing campaigns and content on TikTok to target these high-quality users by running app install campaigns using smart targeting on their creative assets. Fidget Town also ran TikTok marketing campaigns based around seasonal events such Easter to capture the interest of worldwide users. Because TikTok allowed the team to target and directly interact with the right audience, Fidget Town achieved massive user growth with a low CPA (the lowest at around $0.20).

The Results

Unprecedented growth in app installs and impressions

Like other hyper-casual games, Fidget Town is light and instantly playable. But unlike many hyper-casual games, it has maintained high retention rates and LTV. It has also seen rapid global growth with the help of TikTok. By focusing on TikTok as a primary user acquisition platform, Fidget Town has logged over 1 million app installs worldwide within a year since its launch. And one of its primary hashtags #adoptmetrade got more than 80 million impressions on TikTok. TikTok has also played a crucial role in helping Fidget Town communicate and nurture its initial users, which in turn helped maintain an average of about 230,000 MAU and 40,000 DAU, with a day-28 retention rate of 7%.