Winning the Mental Health Social War: How Finch went viral on TikTok
App Store Health
TikTok Views
App Rating
Finch is a self-care widget pet that helps you take care of yourself by taking care of your pet. To break through the noise of the App Store, they needed a way to reach Gen Z where they hang out.
The Challenge: Breaking the 'Wellness App' Stigma
The mental health app market is saturated with meditation clones (Headspace, Calm). Gen Z creates memes *mocking* mindfulness apps.
Steph & Nino knew that 'ads' wouldn't work. The CPI (Cost Per Install) on Instagram was soaring to $5+, and retention for ad-acquired users was terrible (<10% Day-30 retention).
The Solution: The #FinchApp Challenge on TikTok
Finch used Cliqo to identify 200+ micro-creators in the 'Cozy Gaming' and 'ADHD' niches—NOT generic lifestyle influencers.
The brief was simple: **'Show us your morning routine with your Finch pet.'**
No scripts. No 'download now' flashing text. Just authentic stories of how checking in with a virtual bird made getting out of bed 1% easier.
The Results
**Viral Explosion:** The hashtag #finchapp garnered over **50 million organic views** in 3 weeks.
**Category Domination:** Finch shot past Calm and Headspace to become the **#1 Health & Fitness App** in the US App Store.
Cost Per Install plummeted from $5.00 to **$0.20** (blended), and retention for community-acquired users was 3x higher.
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