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Campaign ME
18-06-2025
- Entertainment
- Campaign ME
FOMO marketing: Tapping into emotion with seasonal trends
Using the 'fear of missing out' (FOMO) effect in your brand campaigns can create a feeling of a strong urgency to buy your product within a limited timeframe using exclusive editions and drops. FOMO is a psychological phenomenon that brands have skilfully turned into a marketing tool, drawing on the principles of scarcity, social proof, and exclusivity. This strategy is particularly effective with younger audiences, who are highly responsive to trends and social validation. 70 per cent of millennials and 63 per cent of Gen Z consumers reported making impulse purchases due to FOMO, often driven by emotional triggers, limited-time offers, or trending products on social media. Scarcity creates a sense of urgency – when products are only available in limited quantities, they appear more desirable and valuable. Social proof reinforces this effect, while exclusivity appeals to our need for status. Trend of the Year: Labubu Toys Labubu, an eerie yet adorable character by artist Kasing Lung, became a global sensation through limited-edition blind boxes by Pop Mart. The toy's scarcity, paired with viral social media buzz and celebrity endorsements, made it a prime example of FOMO marketing in action. High-profile figures such as Rihanna, Dua Lipa and Blackpink's Lisa have been spotted with Labubu accessories, turning the toy into a fashion statement and status symbol. Pop Mart's app quickly rose to the top of global charts, boosting its stock price and increasing CEO Wang Ning's net worth by $1.6 billion in a single day, reaching $18.7 billion. However, this marketing strategy also led to chaotic scenes, resale price spikes, and even temporary sales halts. Labubu's rise proves how emotional triggers, limited releases, and FOMO-driven demand can turn a toy into a global cultural and economic phenomenon. Applying FOMO marketing to the MENA region Flowwow launched its seasonal Peonymania campaign in the UAE, UK, and Spain, highlighting the fleeting beauty of peonies available only in June. The multi-layered campaign includes influencer mailings, collaboration with Tania's Teahouse, user-generated content (UGC), and a curated collection of peony-themed bouquets, desserts, and home decor. The campaign highlights the fleeting beauty of peonies with vibrant, emotional content. The Coral Charm bouquet, featuring colour-changing peonies, became a standout element sparked authentic user-generated content as audiences shared the colour transformation online. The company encouraged influencers to follow their own ideas in content creation, deepening emotional connection with the brand. The results of Peonymania speak volumes about the power of FOMO marketing. 2024 marketplace data revealed a 151 per cent increase in peony sales in the UAE during June alone, making peony bouquets one of the top 10 best selling gift items. Over the summer, the UAE flower market experienced an impressive 200 per cent surge in peony sales, with more than 4,300 units sold through Flowwow. The campaign's limited timeframe and emotional storytelling clearly drove consumer demand. The mastery of limited editions The Dubai chocolate phenomenon has taken the confectionery world by storm. Originally created in Dubai by Fix Dessert Chocolatier, the Can't Get Knafeh It chocolate bar won global attention after a TikTok video of it went viral in early 2025. The bar's success relies on scarcity. The original Fix chocolate is sold only twice daily at a single shop and is available for online orders in Dubai only via the Deliveroo app. This limited availability creates intense FOMO, with customers hurrying to buy before it sells out. The trend prompted international players like Lindt to release Dubai-themed limited editions. With initiations now available in over 50 countries, Fix illustrates how cultural flavour pairings, coupled with strategic scarcity, can generate global appeal. In conclusion, any brand can create successful FOMO campaigns by tapping into key psychological triggers: scarcity, social proof, and exclusivity. Launching limited-edition products within short timeframes and aligning campaigns with seasonal trends can significantly boost consumer engagement. Influencers, creators, and brand communities all play a central role in building buzz and generating urgency, with user-generated content often serving as the core driver of campaign success. By Irina Tatarinova, Brand Director at Flowwow.
Daily Mirror
13-05-2025
- Climate
- Daily Mirror
Households urged to stop making huge mistake with peonies in summer
You might be looking forward to seeing your pretty pink peonies bloom in time for summer, but experts caution gardeners to avoid making this mistake when growing these flowers As temperatures across the UK soar, gardeners have been warned to look out for their peonies as these delicate flowers don't love the heat. Luckily, there is one effective way to cool them down that many gardeners aren't aware of. Most of us are gearing up for a warm summer. The UK saw the hottest start to May on record this year, with millions of Brits enjoying the blast of sun. It also means more of us are spending time in our gardens, from hosting barbecues to cultivating plants. Unfortunately, there are some flowers, like peonies, that aren't enjoying the heat. Peonies are popular garden plants that typically flower between April and June. They are known for their delicate petals which range from a soft blush to a deep pink colour. They're also famous for being able to withstand the cool British climate. In fact, peonies actually prefer cold temperatures and require a chilling period while dormant to flower properly. Therefore, the increased temperature means that conditions may not be as optimal for them to grow. If peonies are in an environment that is too humid or warm, they may not blossom reliably. So, how do you create a chilling period for peonies in warmer weather? Fortunately, according to flower expert David Denyer from Eflorist, all you need is ice. David says: 'This method applies specifically to garden-grown, non-cut peonies — the kind planted in borders or beds. Peonies require winter chill to reset and set buds for the following year.' Ice can be a quick and reliable way to cool plants down. He continues: 'In areas of the UK where winter temperatures no longer reliably drop low enough, placing ice around the base of the plant during dormancy can help trigger that necessary cold response.' Ice should be applied during the plant's dormant phase, which typically between late November and February. David says: 'Place a few ice cubes directly onto the soil above the roots, avoiding the crown and stems." He adds that this should be repeated every few days for several weeks during mild winters. Although, he warns: 'Ensure your planting area has excellent drainage to avoid waterlogging from meltwater, which can cause rot.' Other tips for keeping your peonies lush and healthy include planting them in spots where they will receive morning sun and afternoon shade. This will help keep them cool. Equally, using compost or natural mulch will help the plants retain moisture during hotter periods. In event of dry spells, you should also water the base of the plant deeply. Another option is to buy heat-tolerant peonies, like Bowl of Beauty or Coral Charm. These are much better adapted to withstand fluctuating temperatures.
