Page 27 - THEi Student Applied Research Presentations 2025

五行晶靈 – MARKETING STRATEGY FOR
CRYSTALS IN YOUNG GENERATION

Poster Video
LEUNG Chung Kiu
BA(Hons) in Digital Advertising
Department of Design and Architecture

RESEARCH BACKGROUND OBJECTIVES

Crystals have gained popularity among younger generations in Hong Kong, but • Drive sales for the collaborating
many lack the knowledge to choose suitable ones. To address this, our project crystal shops
employs character marketing and local shop collaboration to launch events • Increase awareness for the crystal
that engage our target audience. We will create an exclusive online comic and shop through collaboration
social media posts to educate them about the “Eastern Five Elements Concept” • Provide crystal and eastern Feng
and the importance of selecting the right crystals. This initiative aims to help Sui knowledge to the target
them reach their goals and eliminate negativity. audience

METHODOLOGY

Through research, it was found that general crystal store’s promotions are using
positive reviews and new products, which fail to attract the younger generation.
Young people are easily drawn to cute characters. Therefore, the plan is to use
character marketing as the main attraction. During the process, we attempted
to create characters in various styles and ultimately decide on simple, cute
characters to capture young people's attention. This will be complemented by
having a spokesperson who acts as a guest store manager to attract target
audience to visit the collaborating store.

FINDINGS
ABOUT THE INVESTIGATOR
By launching an exclusive comic through character marketing, we believe we
can successfully attract young people to pay attention to partner stores and Hi there! This is Kiu ! I am a talkative
learn more about crystals. This will enable them to choose crystals that are and outgoing person who loves to
suitable for themselves in the future, enhancing positive energy and reducing meet up with new people and learn
negativity, which will help them achieve their goals. from them. From the project, you will
know that I love crystals very much
and hope to spread the knowledge
I’ve learnt to more people, helping
them to maintain a positive aura. My
FYP supervisor is Mr Raptor KWOK.

Student Applied Research Presentations 2025 Student Applied Research Presentations 2025 16