5 Ways to Play Metaphysical Marketing

When metaphysics began to enter the young group, major brands seized the trend and used a variety of marketing methods. Let’s take a look at this article to understand how to market metaphysics.

Under the influence of the general atmosphere of "burning incense is worse than going to school", this year's metaphysical marketing has ushered in a blowout period. Jasmine Milk White launched the "Good Luck Holy Grail Package", with a pair of beech holy grails, which swept the circle of friends at the beginning of the year.

Heytea launched the "Good Luck at the Start of Work" campaign, and on the first day of work, the number of orders increased by 800% month-on-month. ... "Metaphysical marketing" is somewhat effective. For brands struggling with marketing innovation, "metaphysics" is also a new traffic topic. Here, we have listed several commonly used marketing methods, hoping to bring you new inspiration.

1. Label the product with metaphysical labels

No one can resist "good luck" and "get rich". Just seeing the following brand names, you can't help but want to find out more.

A newly opened God of Wealth Bakery in Hangzhou has a huge gold ingot hanging on its red door, which is very eye-catching. The most popular bread in the store is also a gold ingot-shaped bread.

There is also the "Fortune Coffee" that became popular during the Spring Festival this year. The original coffee latte art was replaced with a "New Year picture with the God of Wealth" made of glutinous rice paper. Drink the God of Wealth Coffee in the New Year, and your fortune will be up!

There is also the "Lotus Milk Tea" series of Nayuki's Tea, which is the first cup of Buddhist milk tea for young people. The packaging is also printed with Buddhist sayings such as "I have let it go", "Enlightenment", and "Everything depends on fate". It feels like after drinking this cup of tea, there is nothing you can't let go of.

For workers, there are always 5 days a week when they can't think of a solution and feel depressed as soon as they get to work. These products with metaphysical labels give users enough psychological hints and spiritual encouragement of "buy = get good luck".

This approach also cleverly avoids direct competition with other products, switching directly from the "functional value" track to the "emotional value" track.

Compared with ordinary products, "Fa Cai Bread", "Caishen Coffee" and "Gong De Milk Tea" can not only fill the appetite, but also provide the emotional value of "self-suggestion" and "social circle". As long as the subsequent products are not dragged down, the brand volume and reputation will be a natural outcome.

2. Launch of Metaphysical Instruments Peripherals

More and more young people are keen on visiting temples, not because they have truly seen through the world, but because they want to temporarily relieve the pressure of reality.

If you can’t stay away from the hustle and bustle physically, you might as well try to find a spiritual object. Based on this insight, many brands have launched metaphysical artifact peripherals.

Jasmine Milk White is available in the "Good Luck Holy Grail Set", giving away the "Yibei" artifact used by Chaoshan and Minnan regions to communicate with gods. When in doubt, ask the Holy Grail to save young people from the choice phobia. It is very small and can also be hung on a backpack as a fashion item.

M Stand and Starbucks give out wooden fish peripherals to relieve workers' work-related syndrome. When bringing coffee to work, they also bring wooden fish to their desks, knocking on them while working, and finding an outlet for their anxiety.

Taking advantage of the college entrance examination season, Yihetang launched the "Shun Shun Zhu" pink quartz bracelet, which is limited to the college entrance examination. It not only has the meaning of good luck, but also looks like the new product "Lotus Pond Maruko".

Following this line of thought, you can also have desk ornaments such as a reclining Buddha representing the "moment of Nirvana", a Pixiu for "gathering wealth", a stone lion for "warding off evil", a shawl blanket printed with "Buddhist quotes"... Create a metaphysical feng shui environment for yourself in the office, and always remind yourself to reject mental exhaustion and increase your own energy.

3. New interactive gameplay for fortune-telling

There is nothing new under the sun. The creative divination methods of "Answer Milk Tea" and "Wish Soy Milk" that were popular on Tik Tok in the past few years have also appeared in many metaphysical marketing activities.

The UFO instant noodle cup has designed the pouring position as a place to "measure your fortune", making the trivial matter of eating instant noodles fun. From good luck to bad luck, it seems that you have to be extra careful when pouring soup in the future.

The Temple of Heaven in Beijing has launched a "Shangshang Lottery Biscuit", which directly turns biscuits into a tool for cyber fortune-telling. If you can't think of a difficult problem, just have a shangshang lottery biscuit, and draw lots while eating the biscuit.

With the college entrance examination approaching, parents usually prepare milk for their children as nutritional supplements. Mengniu simply launched a "college entrance examination topic milk".

There are 12 limited edition packaging, and only 1 hidden version of the Confucius Temple blessing. The limited edition blind box gameplay makes this "luck" precious, and it is hard to guarantee that parents will not stock up a few more boxes for the hidden "luck".

The reason why young people are so keen on fortune-telling is that they are confused and uncertain about the future. Brands may not be able to give answers, but they can provide some guidance to young people through this relaxed interactive method.

4. Good Luck Blessing Creative Advertising

Even if the product itself has nothing to do with "metaphysics", it can be connected through repeated brainwashing.

For example, Costin teamed up with Hong Kong metaphysics master Mak Ling Ling to launch a brainwashing RAP advertisement "Wish You Really Have Money to Spend" based on the product characteristics of "real flowers" and the user mentality of wanting to "have money to spend".

The brilliance of this advertisement lies in that it first arouses users' resonance in a straightforward way, "Costain wishes you money to spend", and then uses homophonic puns to make users remember that "Costain contains real flowers", and implants the core message of "real flowers = real good luck" into users' minds.

The marketing goal was achieved, and no one would argue whether there was any internal logical connection between "real flowers" and "rich flowers". Mengniu released two "good luck" advertisements with similar styles on New Year's Eve and Lunar New Year, which embodied the theme of "start the year strong, healthy and natural good luck".

Drink more milk and exercise more, good health is the best good luck. This responds to the current mood of the times and returns the "good luck" idea to the product itself.

5. Cross-border cooperation with temples/lottery shops

In addition to working hard on product design, you can also try cross-border cooperation with temples and lottery shops that young people are keen on, which may spark different sparks.

For example, Lotto Coffee mixes sports lottery and coffee, recreating the scene of young people "enjoying scratch cards in a coffee shop" and launching the slogan "You are only one cup of coffee away from getting rich", attracting the attention of many consumers.

On the fifth day of the Lunar New Year, Xiangpiaopiao sent out five gods of wealth to Putuo Mountain to randomly distribute "lucky scratch-off lottery tickets" to passers-by. The blessing holy place plus the good luck of scratch-off lottery tickets brought the atmosphere to a climax.

This form of cross-border cooperation allows the metaphysical culture that young people are keen on to have a younger expression and also strengthens consumers' awareness of the brand.

Under the collective mood of the current society, "metaphysics" is likely to become a hot topic for a long time in the future. If brands want to seize this wave of hot topics, they must find the points of convergence between themselves and metaphysical culture, and their expressions must be clever and fun enough, without overemphasizing cultural colors.

No matter how things change, the focus of all metaphysical marketing communication is to leverage the emotions of users and bring new hope and fun to life.

Author:Aye

Source: WeChat public account "Shock Copywriter (ID: SHOCKCW)"