Tiny Lands 2
Creative Production • Strategy • End-to-End Production • Scriptwriting & Storyboarding
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
The primary objective was to scale the IP’s user base from 20k to 100k+ players. The main challenge was the high CPW (Cost per Wishlist) typically associated with the “Hidden Object” genre when targeting core puzzle players. We needed to identify and pivot toward a “Blue Ocean” within the Cozy Gaming category to lower acquisition costs and increase market share.
The Hypothesis (Data-Driven Strategy)
Market research indicated that the “Cozy” audience (players of Animal Crossing or Unpacking) prioritizes visual atmosphere and “Watch Time” over high-intensity gameplay mechanics.
-
Hypothesis: By shifting the creative hook from “Solve this Puzzle” to “Find Your Pause” (selling the emotional benefit), we could increase the 3s Hook Rate by 25% and reduce overall ad fatigue.
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: Funnel Optimization
Drive high-intent traffic to Steam by positioning Tiny Lands 2 as the category leader in the “Cozy Mystery” niche. The goal was to build a robust pre-launch Wishlist pipeline and convert that momentum into a high-impact Day 1 sales burst.
Production Roadmap: A Data-Led Action Plan
I managed a two-phase production cycle focused on creative iteration and audience segmentation:
Phase 1: Awareness & Acquisition (The Wishlist Engine)
-
Creative Focus: Aspirational, high-retention content. I oversaw the production of mood-driven trailers and native TikTok loops designed to maximize the Hold Rate.
-
Production Strategy: Developed a “Slow-Gaming” aesthetic. Content prioritized visual ASMR and serene handcrafted environments to lower the CPI (Cost Per Install/Interest) by targeting broad “Mindfulness” and “Cozy” interest clusters.
Phase 2: Conversion & Launch (The “Out Now” Sprint)
-
Creative Focus: High-urgency, performance-oriented assets. I shifted production to snappy, 15s mobile-first edits with aggressive CTAs (Call to Action).
-
Multi-Channel Execution: * Paid Social: Produced platform-native video ads for TikTok and Meta.
- UGC & Creator Management: Briefed influencers to produce “Day 1” reaction content to foster community trust.
- Reddit Activations: Managed the creation of targeted static and video assets for niche gaming subreddits to capture high-intent users.
Creative Production & Execution
As the Creative Producer, I managed the end-to-end production of a modular asset library designed for rapid A/B testing:
-
Static Assets: Minimalist “Spot the Difference” creatives for Reddit and Meta, focusing on handcrafted detail.
-
Video Production: 15s clips optimized for mobile-first consumption. Structure: Hook (2s serene environment) + Body (10s mindful discovery) + CTA (3s “Wishlist Now”).
-
UGC Strategy: Sourced and briefed “Cozy” influencers to create “Lo-fi” style reaction videos, emphasizing the game’s calming ASMR sound design.
Results
3s Hook Rate
Increased from 18% to 32% by implementing mood-driven intros.
+36% CTR
Achieved a 36% increase compared to previous legacy campaigns.
+85% of new traffic
Conversion: +120k Total Impressions, resulting in an 85% spike in new traffic to the Steam store page and significantly lowering the effective Cost per Wishlist.
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 · Data-Driven Scriptwriting · Performance Content Strategy · Influencer & UGC Management · Paid Media Coordination · A/B Testing & Iteration · Funnel Optimization
