Tiny Lands 2
Strategy • Social Media
Welcome to Tiny Lands 2 — a cozy sequel that reimagines mindfulness through play.
The campaign was designed to strengthen the Tiny Lands universe, expanding its reach beyond puzzle lovers to a broader community of cozy gamers seeking calm, creativity, and discovery.
Client
Hyper Three Studio
Date
2025
Category
Strategy
Challenge
Sustain the momentum of Tiny Lands and expand beyond core puzzle fans into the wider cozy gaming community — maximizing pre-launch wishlists and awareness ahead of release while keeping a mindful, design-driven tone.
Strategy
Built around the concept “Find Your Pause”, the strategy blended emotional storytelling with performance marketing — connecting the game’s relaxing experience to real player behaviors and motivations.
Through a cross-channel campaign on TikTok, Meta, and Reddit, we drove awareness and traffic to Steam, supported by influencer collaborations and UGC that nurtured authenticity and community trust.
Campaign
Objective
Introduce Tiny Lands 2 to cozy and puzzle-loving players through a campaign built on anticipation, warmth, and emotional connection — turning wishlist intent into genuine community belonging.
Action Plan
We crafted a two-phase journey rooted in calm, curiosity, and discovery:
1️⃣ Wishlist Growth
Focused on aspiration and atmosphere, we invited players to find their pause through mood-driven trailers, slow scrolls, and UGC-friendly loops.
Content prioritized emotion — highlighting the mindful pleasure of spotting differences in serene, handcrafted worlds.
2️⃣ Out Now
At launch, the tone shifted — shorter, snappier edits: same warmth, more urgency.
“Pause the world. Play Tiny Lands 2.” became the key message, amplified through platform-native paid videos, creator collaborations, and Reddit activations.
Content
We built modular content loops that balanced calm visuals with smart calls-to-action — designed for platform performance, creator adaptation, and organic reach.
Alongside paid assets, we developed trend-based, community-driven content that spoke the same visual and emotional language as our players — authentic, cozy, and naturally shareable.
Results
+120k impressions
+36% increase in wishlist adds
+85% of new traffic
Blending visual calm with strategic clarity, the campaign drove wishlist growth, strengthened community sentiment, and helped Tiny Lands 2 stand out as one of the most charming cozy puzzle games on Steam.
By aligning data, design, and emotion, Tiny Lands2 became a benchmark in cozy gaming — proof that mindful design and smart marketing can thrive together.
Work Done
Campaign Strategy · Creative Direction · Writing · Content & Social Strategy · Influencer Seeding · Paid Media Coordination
