Tailoring Campaigns to Personality Types: The Power of MBTI in Marketing

In today's dynamic business environment, the success of a brand hinges on its capacity to interpret consumer behaviour effectively and adapt promptly to evolving trends. In order to enhance their social media engagements and boost sales, brands strive to create gimmick sought-after products. Amidst the myriad of trends, lots of brands tend to integrate their products with the Myers-Briggs Type Indicator (MBTI). To comprehend why brands integrate MBTI, let's first start with a fundamental query: What motivates consumers to purchase customised products?

Why do we crave specialisation?

From bespoke phone cases to customised tote bags, the allure of personalised services often prompts individuals to go to great lengths—waiting in long queues or waking up early—just to purchase items from specific stores. But what drives this preference? The burgeoning trend toward personalised products mirrors people’s desire for individuality, emotional resonance, and tailored experiences within today's consumer landscape. By purchasing personalised items, consumers have a platform to express their uniqueness and manifest their personalities. Consequently, the customisable aspect adds an emotional layer, imbuing the product with greater significance and memorability. 

Beyond mere functionality, these products also carry symbolic meaning—a reflection of what consumers value. Moreover, personalised items serve as conversation starters during social gatherings, facilitating connections among like-minded individuals. With advanced technology developments, customisation options become more economic and accessible, leading to a severe growth in demand for personalised products. As technology advances and customization options become more accessible, the popularity of personalised products is likely to continue growing. Amidst this trend, the question arises: why do companies opt to integrate MBTI into their marketing strategies?

What is MBTI?

The Myers–Briggs Type Indicator (MBTI) is a pseudoscientific self-report questionnaire that claims to indicate differing personality types. It classifies individuals into 16 different personality types, distinguished by preferences across four key dimensions: Extraversion/Introversion, Sensing/Intuition, Thinking/Feeling, and Judging/Perceiving. Resulting in a four-letter code like "INTJ" or "ESFP," MBTI has garnered significant attention among millennials and Generation Z in East Asia. In South Korea, it has even become a noteworthy inclusion on resumes. Through understanding each other's MBTI, people can already have a brief idea on how each other behave, make decisions and interact.

How did MBTI become a TREND?

In light of the COVID-19 pandemic, societal norms and behaviours have undergone significant shifts, impacting individuals' social interactions and mental well-being. The widespread lockdowns and quarantine measures have completely changed people’s living style, while the increased isolation has led to heightened feelings of loneliness and depression. According to a research conducted by the World Health Organization (WTO) in 2022, there’s a 25% rise in the global prevalence of anxiety and depression during the pandemic's initial year, particularly affecting the younger demographic and women.

The lack of face to face interactions have prompted individuals to seek alternative ways to connect with like-minded people from other parts of the world for support, and online platforms became the main source of communication. Among these, the Myers-Briggs Type Indicator (MBTI) has gained popularity, offering a framework for individuals to identify and connect with others who share similar personality traits and interests.

In this context, MBTI not only serves as a psychological tool; it also becomes a means of fostering a sense of belonging and community amidst physical distancing measures. By facilitating connections with individuals who resonate on a deeper level, MBTI addresses the innate human desire for social affiliation and support, particularly during times of heightened isolation.

MBTI x Marketing

MBTI has garnered over 17.3 billion views on TikTok, while there has been a staggering 4239.67% increase in views of MBTI-related posts on Xiaohongshu up to the second quarter of 2023. This illustrates the extensive engagement with MBTI within social discourse, making it a significant trend that aids brands in achieving their sales targets through the implementation of tailor-made marketing strategies.

MBTI offers a fresh perspective, allowing brands to establish deeper connections with consumers. By comprehending various personality types, brands can tailor products and services to better align with individual preferences and needs. This personalised approach cultivates stronger and more enduring relationships between brands and consumers. Yet, how can the brands implement MBTI marketing strategies in promoting their products?

1. Segmentation

When entering the market, brands place significant emphasis on crafting customer profiles and identifying target segments. By leveraging the four dimensions of MBTI, consumers can be divided into 16 distinct sub-markets, each with unique personality traits and consumption preferences. Within this framework, brands seamlessly align their products with consumers' personalities and preferences to bolster consumer recognition.

For instance, the Korean beauty brand Tonymoly introduced an MBTI hand cream set, allowing customers to select their own MBTI combination for personal use or gifting. Each hand cream features a distinct scent tailored to the characteristics of the corresponding personality type—for instance, freesia for introverted individuals, symbolising calmness, and lemon verbena for extroverted, outgoing personalities.

Similarly, Jeju Beer implemented an effective marketing strategy by incorporating MBTI monograms onto the beer's packaging to target the younger generation in purchasing beer from their brand. According to data from KoreanCraftBeer, this initiative led to the sale of over 400,000 bottles within just two weeks of its release.

2. Immersive Product Promotion

Integrating MBTI into the promotion process can also accentuate how the products create personalised value to different customers. For example, the advertisement of Huawei’s FreeBuds Pro 3 earphones illustrated how people with various characteristics can use the earbuds in diverse situations. Introverts can use that to immerse themselves into the song; while extroverts can share the music with their friends through lending out the earbuds to others. This innovative approach guarantees that individuals with diverse personalities can engage in an immersive product experience curated to their specific preferences. By acknowledging and catering to these nuances, brands foster deeper connections with their audience, enhancing brand loyalty and satisfaction.

3. Collecting Customer Preference Information

Additionally, utilising MBTI marketing strategies enable brands to effectively gather customer preference information. By tracking the digital footprint of consumers through data analytics, brands can pinpoint target customers more accurately. This allows for the customization of advertisements tailored to the specific preferences and personality traits identified through MBTI analysis. Leveraging big data, brands can optimise promotional efforts by delivering targeted ads to the most relevant customer segments, maximising engagement and conversion rates.

While incorporating marketing strategies based on prevailing trends can be advantageous, it's imperative for brands to exercise discernment and avoid blindly conforming to fads. The essence of MBTI in marketing transcends surface-level trends; it lies in delving deeper into the authentic aspirations of consumers, especially among the younger demographic. By embracing MBTI insights, brands can craft experiences and offerings that resonate on a profound level, fostering genuine connections and lasting loyalty. This approach not only ensures relevance in an ever-changing landscape but also cultivates meaningful relationships with consumers built on understanding and authenticity. In essence, the true power of MBTI in marketing lies not in chasing fleeting trends, but in harnessing the enduring desires and values that drive consumer behaviour, ultimately leading to sustained success and impact.

Disclaimer: All images used in the article are from the Internet.