Let's take a look at a successful Korean game that hit the global market using the Airbridge solution running on the Tiktok platform. Figet Town is a Korean online fortune trading game for the Alpha generation. Fidget Town has successfully expanded globally by leveraging TikTok as its primary user acquisition channel.
FIDGET TOWN INDICATORS ACHIEVED
- 80M+ impressions on TikTok.
- >1M App installs
- CPA cost: <$0.2
- MAU: 230K
- DAUGHTER: 40K
- Retention rate day 28: 7%
Challenge
When Fidget Town became a famous game in Korea, the Fidget Town team aimed to expand its market globally. The most important goal of global expansion is to attract and grow users in a cost-effective way.
Choose the right measurement & attribution marketing partner
To run effective TikTok marketing campaigns, advertisers must implement an MMP approved by TikTok as an official Measurement Marketing Partner. Among measurement and attribution partners, Fidget Town chose Airbridge for its dedicated and efficient customer support (CSM) team, reasonable pricing, and most importantly, the accuracy and detail of its data. data is displayed on the dashboard.
Fidget Town's team tracked key metrics like active users, revenue, and retention daily using Airbridge. Because many users create multiple accounts on Fidget Town to receive multiple sign-up bonuses, counting users on an account basis is inaccurate. Airbridge helped the Fidget Town team gain clarity on the success of their service by providing device-based tracking, which has proven to be more accurate in reflecting the number of users. Fidget Town's reality. Airbridge can also track key revenue-related metrics, such as ARPU, ARPPU, and ARPDAU, on a device basis using the Airbridge Active Users report. Reporting allows them to quickly get a comprehensive overview of their real-time metrics.
Main focus on Tiktok in user attraction strategy
To increase global awareness and attract new users, the Fidget Town Team leveraged TikTok as a key user acquisition channel. They actively introduce new exciting game items on their TikTok account and use user-generated content as posts. Content that performed well organically was promoted using TikTok Spark Ads to reach a wider audience and get more users to install the app. They sought to rapidly grow their users by increasing engagement on TikTok (through content views, channel follows, etc.). By focusing early on TikTok as a key user acquisition platform, Fidget Town achieved over 1 million app installs worldwide within a year of launch. Additionally, one of its main hashtags has received more than 80 million impressions on TikTok.
Target and communicate with the right audience
As Fidget Town launches globally, running app install campaigns on TikTok is a key strategy to attract initial users. Because targeting the right audiences that are likely to convert is key in reducing CPA, they chose to set up Smart Targeting on TikTok Ads for automatic targeting. Fidget Town also hosts TikTok marketing campaigns that take advantage of seasonal events like Easter (also known as Easter Egg campaigns) to attract the interest of users around the world. Because TikTok allows advertisers to target and engage directly with the right audience, Fidget Town has achieved massive growth in users with remarkably low CPAs, as low as around $0.20 .
TikTok has played a key role in helping Fidget Town engage and nurture users, which in turn has helped maintain an average of around 230K MAU and 40K DAU, with a Day 28 retention rate of 7%.
Understand the end-to-end user journey
The Fidget Town team wants to target and attract high-value potential user groups (i.e. user groups that bring in large revenues). To achieve this goal, they need to identify the interests of this user group. The Fidget Town team combined Airbridge with Amplitude to push attribution data from Airbridge to Amplitude. The purpose is to combine data from Airbridge with user behavior data in Amplitude to determine which traffic source, channel, type of ad or ad model brings high conversions. High lifetime value index (LTV) or high Retention rate index. From there, they continuously optimize marketing and content campaigns to attract high-quality users based on these insights.
Conclude
Fidget Town is a hyper casual game series but has successfully maintained a higher retention rate and LTV than other games in the same series. It has seen rapid growth globally, using TikTok to engage with users. Fidget Town will continue its journey to achieve its mission of building the media platform that understands Gen-Alpha best.
