Personality Test: A New Brand Awareness Strategy

Personality Tests as a Marketing Tool

Personality tests have become a powerful marketing tool. Today, many brands are using them to engage their audience.
 

Image. Brands Utilizing Personality Test

CakeResume's Use of Personality Tests

CakeResume, a platform that helps users create professional resumes, portfolios, and apply for jobs, has also tapped into this trend. Recently, they organized a virtual internship fair featuring an online personality test. 
 

CakeResume introduced a personality test called "What Cake R U?" as part of their intern job fair. This test matches participants with one of six cake types-Layer Cake, Cupcake, Macaron, Strawberry Cake, Tiramisu, or Roll Cake-based on their answers to 12 situational questions. Each cake type represents different personality traits and career styles.  For instance, a Layer Cake is seen as action-oriented and persevering, while a Macaron is creative and innovative.

Image. Cake Resume’s Personality Test 

Image. Cake Resume’s Personality Test Result

Here's how CakeResume integrated personality tests into their campaign:

• Human Psychology: They utilized the scarcity effect in the personality test results, tapping into the human need for self-validation.
• Target Audience: The test was crafted with a storytelling technique to resonate with their primary audience-internship students and fresh graduates.

The Power of Personality Tests

What makes personality tests so effective?

• Belongingness: People have a desire to be understood by others and to understand themselves.
• Self-Understanding: Individuals seek deeper insights into their own personalities.
• Self-Validation: There is a strong desire to feel distinct and validated by unique characteristics.

Impact of the Campaign

The story-based personality tests not only went viral but also increased user engagement. They drew test takers to join the virtual internship fair and vice versa, resulting in free promotion for their brand and event from the test participants.
 

Source: 

1. https://www.psychologytoday.com/
2. https://www.designexpo.org.tw/en/news/67