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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.
