{"id":4147,"date":"2026-05-29T11:15:00","date_gmt":"2026-05-29T11:15:00","guid":{"rendered":"https:\/\/discountray.com\/?p=4147"},"modified":"2026-06-01T06:16:26","modified_gmt":"2026-06-01T06:16:26","slug":"mood-based-marketing-for-shopify","status":"publish","type":"post","link":"https:\/\/discountray.com\/ja\/blog\/mood-based-marketing-for-shopify\/","title":{"rendered":"Shopify\u306b\u304a\u3051\u308b\u30e0\u30fc\u30c9\u30d9\u30fc\u30b9\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\uff1a\u30b9\u30c8\u30a2\u304c\u30ab\u30bf\u30ed\u30b0\u3067\u306f\u306a\u304f\u30d6\u30e9\u30f3\u30c9\u306e\u3088\u3046\u306b\u611f\u3058\u3089\u308c\u308b\u3079\u304d\u7406\u7531"},"content":{"rendered":"<p>Mood-based marketing means choosing one emotional state you want customers to feel. Then making every part of your store, copy, visuals, and promotions, consistently deliver that feeling. It&#8217;s the tactical engine behind <a href=\"https:\/\/discountray.com\/ja\/blog\/vibe-marketing-for-shopify\/\" data-type=\"link\" data-id=\"https:\/\/discountray.com\/blog\/vibe-marketing-for-shopify\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u30d0\u30a4\u30d6\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0<\/a>. It turns a brand aesthetic into something customers actually experience at every touchpoint. <\/p>\n\n\n\n<p>Customers who feel genuinely connected to a brand emotionally spend up to twice as much compared to those with low emotional engagement, according to research from the <a href=\"https:\/\/www.capgemini.com\/nl-nl\/wp-content\/uploads\/sites\/19\/2022\/05\/report-dti-loyalty-deciphered.pdf\" data-type=\"link\" data-id=\"https:\/\/www.capgemini.com\/nl-nl\/wp-content\/uploads\/sites\/19\/2022\/05\/report-dti-loyalty-deciphered.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Capgemini Digital Transformation Institute<\/a>. But most Shopify stores don&#8217;t do it. Their homepage feels calm and premium, their product descriptions read like a warehouse spec sheet, and their discount banner screams &#8220;FLASH SALE: 40% OFF TODAY ONLY.&#8221; Three different moods, one store, zero coherence.<\/p>\n\n\n\n<p>Customers feel that disconnect. They just don&#8217;t have a word for it. What they have is a vague sense that the store doesn&#8217;t quite feel like a brand, so they buy once and move on.<\/p>\n\n\n\n<p>Let&#8217;s see how you can fix this problem.<\/p>\n\n\n\n<section aria-label=\"\u307e\u3068\u3081\" role=\"note\"  id=\"post-summary\"\nstyle=\"background:#ffffff; border-left:6px solid #e20c0c; border-right:6px solid #feab2e; padding:15px 20px; margin-bottom:25px; color:#111;\">\n  <strong style=\"font-weight:600; font-size:1.4rem;\">\u307e\u3068\u3081<\/strong>\n  <ul style=\"margin-top:10px; padding-left:20px; list-style-type: circle;\">\n    <li>Mood-based marketing means engineering one consistent emotional state across your entire store, not just running feel-good campaigns.<\/li>\n    <li>Most Shopify stores have a copy problem, a visuals problem, and a promotions problem and all three usually pull in different directions.<\/li>\n    <li>Before touching anything, you need to name the one mood your store is designed to create.<\/li>\n    <li>Your promotions are the fastest place to break your store&#8217;s mood, a mismatched discount name or aggressive flash sale can undo everything your visuals and copy built.<\/li> \n    <li>Consistency across all three touchpoints is what turns one-time buyers into repeat customers.<\/li> \n  <\/ul>\n<\/section>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>\u76ee\u6b21<\/h2><nav><ul><li><a href=\"#what-mood-based-marketing-actually-means-and-why-its-not-the-same-as-emotional-marketing\">What Mood-Based Marketing Actually Means (and Why It&#8217;s Not the Same as Emotional Marketing)<\/a><\/li><li><a href=\"#step-1-choose-your-mood-before-you-touch-anything\">Step 1 \u2014 Choose Your Mood Before You Touch Anything<\/a><\/li><li><a href=\"#step-2-write-copy-that-carries-the-mood\">Step 2 \u2014 Write Copy That Carries the Mood<\/a><\/li><li><a href=\"#step-3-make-your-visuals-speak-the-same-language\">Step 3 \u2014 Make Your Visuals Speak the Same Language<\/a><\/li><li><a href=\"#step-4-design-promotions-that-reinforce-the-mood-not-break-it\">Step 4 \u2014 Design Promotions That Reinforce the Mood, Not Break It<\/a><\/li><li><a href=\"#the-consistency-test-how-to-know-if-your-store-has-a-mood-problem\">The Consistency Test: How to Know If Your Store Has a Mood Problem<\/a><\/li><li><a href=\"#faq\">\u3088\u304f\u3042\u308b\u8cea\u554f<\/a><ul><li><a href=\"#faq-question-1779451681734\">Does mood-based marketing actually affect conversion rates, or is it just a branding concept?<\/a><\/li><li><a href=\"#faq-question-1779451909421\">How do I know which mood fits my store?<\/a><\/li><li><a href=\"#faq-question-1779451924404\">Can I use mood-based marketing if my products aren&#8217;t lifestyle or fashion?<\/a><\/li><li><a href=\"#faq-question-1779451939356\">How do I apply this without redesigning my whole store?<\/a><\/li><\/ul><\/li><li><a href=\"#conclusion\">\u7d50\u8ad6<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-mood-based-marketing-actually-means-and-why-its-not-the-same-as-emotional-marketing\">What Mood-Based Marketing Actually Means (and Why It&#8217;s Not the Same as Emotional Marketing)<\/h2>\n\n\n\n<p>These two terms get used interchangeably. They&#8217;re not the same thing.<\/p>\n\n\n\n<p>Research from <a href=\"https:\/\/fomo.com\/blog\/emotional-marketing\" data-type=\"link\" data-id=\"https:\/\/fomo.com\/blog\/emotional-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">Brand Genetics<\/a> puts it cleanly: emotions are the weather, intense, fleeting reactions to specific events. Moods are the climate, persistent, low-intensity states that hang in the background for hours or days.<\/p>\n\n\n\n<p>Emotional marketing is a campaign tactic. A FOMO countdown timer, a heartwarming holiday ad, a scarcity nudge on a product page; these trigger short emotional reactions. They work, but they&#8217;re weather events. They pass.<\/p>\n\n\n\n<p>Mood-based marketing is different. It&#8217;s the persistent emotional atmosphere your store creates before a customer reads a single word. It&#8217;s why some stores feel like walking into a boutique and others feel like browsing a spreadsheet. The product might be identical. The mood is not.<\/p>\n\n\n\n<p>For Shopify merchants, this distinction matters because emotional marketing tactics, urgency banners, exit popups, limited-time codes, are everywhere. Every store is running them. Mood-based marketing is what makes your store feel like it has a <em>reason<\/em> those tactics belong there, rather than just bolted on.<\/p>\n\n\n\n<p>The data backs up why this matters: a <a href=\"https:\/\/www.fulfillrite.com\/blog\/how-to-market-your-shopify-store-on-social-media\/\" data-type=\"link\" data-id=\"https:\/\/www.fulfillrite.com\/blog\/how-to-market-your-shopify-store-on-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">LendingTree survey<\/a> found that 63% of Americans admit their emotions influence their purchases, with the figure rising to 69% among Gen Z shoppers aged 18 to 28. These are customers who are already primed to buy based on feeling. The question is whether your store is giving them a feeling worth returning to.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-1-choose-your-mood-before-you-touch-anything\">Step 1 \u2014 Choose Your Mood Before You Touch Anything<\/h2>\n\n\n\n<p>Most merchants skip this step. They go straight to redesigning their homepage or rewriting their product descriptions. Then they wonder why it still doesn&#8217;t feel cohesive.<\/p>\n\n\n\n<p>The problem is that they&#8217;re making execution decisions before a strategic one. You can&#8217;t write mood-aligned copy if you haven&#8217;t decided what mood you&#8217;re aligning to.<\/p>\n\n\n\n<p>Pick one. Here are five archetypes that work well for Shopify stores, with examples of what each looks and sounds like in practice:<\/p>\n\n\n\n<p><strong>Calm \/ self-care.<\/strong> Think slow, intentional, soft. Wellness brands, skincare, candles, home goods. The store feels like a Sunday morning. Colors are muted, copy is gentle, promotions feel like a gift rather than a deal.<\/p>\n\n\n\n<p><strong>Hype \/ excitement.<\/strong> Energy, urgency, drops. Streetwear, sneakers, limited-edition anything. The store feels like something&#8217;s happening right now. Colors are bold, copy is punchy, promotions feel like events.<\/p>\n\n\n\n<p><strong>Warmth \/ belonging.<\/strong> Community-first, inclusive, familiar. Gifting brands, food, handmade goods. The store feels like it knows you. Copy is conversational, visuals show real people, promotions feel like something for regulars.<\/p>\n\n\n\n<p><strong>Aspiration.<\/strong> Premium, elevated, slightly out of reach. Lifestyle brands, fashion, travel accessories. The store feels like a goal. Copy is confident and sparse, visuals are editorial, promotions are understated.<\/p>\n\n\n\n<p><strong>Playfulness.<\/strong> Lighthearted, surprising, a little irreverent. Novelty gifts, kids&#8217; products, fun accessories. The store feels like it&#8217;s in on a joke with you. Copy has personality, visuals are bright and unexpected, promotions feel like a game.<\/p>\n\n\n\n<p>One mood. That&#8217;s all you need to choose. Everything downstream flows from that decision.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-2-write-copy-that-carries-the-mood\">Step 2 \u2014 Write Copy That Carries the Mood<\/h2>\n\n\n\n<p>Copy is where mood-based marketing leaks fastest. A merchant can spend weeks getting their visual identity right, then write product descriptions that sound like a manufacturer&#8217;s data sheet. The mood evaporates instantly.<\/p>\n\n\n\n<p>Three copy touchpoints to get right:<\/p>\n\n\n\n<p><strong>Homepage hero and banners.<\/strong> This is the first thing a customer reads. It sets the emotional temperature for everything after. A calm\/self-care store shouldn&#8217;t open with &#8220;Shop Now.&#8221; It should open with something that invites. An aspirational store shouldn&#8217;t open with a list of features. It should open with a feeling.<\/p>\n\n\n\n<p>Before: &#8220;Free shipping on orders over $50.&#8221; After (calm): &#8220;Take your time. Free shipping, always.&#8221; After (hype): &#8220;Free shipping. No excuses. Go.&#8221;<\/p>\n\n\n\n<p>You\u2019re offering the same thing but the words make all the differences.<\/p>\n\n\n\n<p><strong>Product description microcopy.<\/strong> This is where most stores go flat. The mood a customer built up through the homepage hero and banner collapses the moment they read &#8220;100% cotton, machine washable, available in three sizes.&#8221; That&#8217;s not copy. That&#8217;s a label.<\/p>\n\n\n\n<p>Mood-aligned product copy doesn&#8217;t replace the specs. It frames them. &#8220;Worn-in softness from day one&#8221; tells you the fabric feels good <em>\u305d\u3057\u3066<\/em> carries the warmth a customer came for.<\/p>\n\n\n\n<p><strong>Promotion and discount naming.<\/strong> This is one of the most overlooked copy decisions in a Shopify store. A discount code name is customer-facing. It either reinforces the mood or breaks it entirely.<\/p>\n\n\n\n<p>SAVE20 is not a mood. It&#8217;s math. &#8220;The Sunday Edit&#8221; is a mood. &#8220;Early Access&#8221; is a mood. &#8220;Treat Yourself&#8221; is a mood.<\/p>\n\n\n\n<p>Naming promotions to match your store&#8217;s emotional identity takes a few seconds and costs nothing. It&#8217;s also where <a href=\"https:\/\/apps.shopify.com\/discountray?ref=efolillc&amp;utm_source=discounrray_website&amp;utm_medium=blog&amp;utm_campaign=mood-based-marketing-for-shopify\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/apps.shopify.com\/discountray?ref=efolillc&amp;utm_source=discounrray_website&amp;utm_medium=blog&amp;utm_campaign=mood-based-marketing-for-shopify\" rel=\"noreferrer noopener\">\u5272\u5f15\u30a2\u30d7\u30ea<\/a> help. They lets merchants set up smart, automatic discounts that don&#8217;t require manually rewriting every offer, so the execution matches the intent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-3-make-your-visuals-speak-the-same-language\">Step 3 \u2014 Make Your Visuals Speak the Same Language<\/h2>\n\n\n\n<p>Visuals do something copy can&#8217;t: they communicate mood before the brain has time to process words. A customer knows how your store feels within about 50 milliseconds of landing on it. The copy either confirms or contradicts that first impression.<\/p>\n\n\n\n<p>Four visual elements to audit:<\/p>\n\n\n\n<p><strong>Color palette.<\/strong> Every color carries emotional associations. Soft neutrals, sage, cream, dusty rose \u2014 calm, self-care, organic. Deep blacks and saturated primaries \u2014 bold, modern, hype. Warm terracottas and natural textures \u2014 belonging, artisan, community. You don&#8217;t need a rebrand. You need to check whether the colors you&#8217;re using match the mood you chose in Step 1.<\/p>\n\n\n\n<p><strong>Image style.<\/strong> Product-on-white photography is clean and versatile. It also has no mood. Lifestyle imagery puts the product in context, which is where mood lives. Candid, unposed shots feel warm and belonging. Polished editorial shots feel aspirational. Neither is wrong. Both need to be consistent.<\/p>\n\n\n\n<p><strong>Typography.<\/strong> Fonts carry personality that most merchants ignore. Serif fonts signal heritage, trust, and premium quality. Rounded sans-serifs feel friendly and approachable. Sharp, geometric sans-serifs feel modern and minimal. If your typography doesn&#8217;t match your chosen mood, it creates a subtle dissonance that customers feel without being able to name.<\/p>\n\n\n\n<p><strong>Banner and homepage consistency.<\/strong> A common issue: the homepage hero is beautifully on-mood, but the promotional banner halfway down the page was designed by a different person on a different day. The result is a store that feels like two separate brands sharing a URL. Every banner, every popup, every overlay should pass the same mood check.<\/p>\n\n\n\n<p>You don&#8217;t need a photographer or a full redesign to fix this. You need to audit what you already have, remove what contradicts the mood, and fill gaps gradually with intention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-4-design-promotions-that-reinforce-the-mood-not-break-it\">Step 4 \u2014 Design Promotions That Reinforce the Mood, Not Break It<\/h2>\n\n\n\n<p>This is where most merchants undo everything they built.<\/p>\n\n\n\n<p>A calm, aspirational store that suddenly runs &#8220;FLASH SALE \u2014 40% OFF TODAY ONLY!!!&#8221; hasn&#8217;t just run a promotion. It&#8217;s temporarily become a different brand. The customer who found the store because it felt elevated and considered now feels like they stumbled into a clearance bin.<\/p>\n\n\n\n<p>Promotions are not separate from your brand. They are your brand, at the moment of purchase. That&#8217;s the highest-stakes touchpoint in the entire customer journey, and it&#8217;s the one most merchants treat as disconnected from everything else.<\/p>\n\n\n\n<p>A few principles that hold across all five mood archetypes:<\/p>\n\n\n\n<p><strong>Framing matters more than the discount value.<\/strong> &#8220;20% off&#8221; and &#8220;Your reward, this week only&#8221; can represent the exact same economics. The second one belongs in a brand. The first one belongs in a spreadsheet.<\/p>\n\n\n\n<p><strong>Match the reveal to the mood.<\/strong> Calm stores drip. A quiet email, a soft banner, a gentle nudge. Hype stores drop. A countdown, a launch moment, a window that closes. The mechanics of how you introduce a promotion either amplify the mood or contradict it.<\/p>\n\n\n\n<p><strong>Promotion names are brand moments.<\/strong> Revisit the examples from Step 2. The same logic applies here. Every promotion name is an opportunity to reinforce what your store feels like, or to remind the customer that you&#8217;re just another store trying to move inventory.<\/p>\n\n\n\n<p>When the naming, timing, and framing all align with the mood, promotions stop feeling transactional. They start feeling like something worth looking forward to.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-consistency-test-how-to-know-if-your-store-has-a-mood-problem\">The Consistency Test: How to Know If Your Store Has a Mood Problem<\/h2>\n\n\n\n<p>Ask these questions to yourself.<\/p>\n\n\n\n<p><strong>First: <\/strong>if a customer landed on your homepage, clicked through to a product page, and then opened a promotional email from you, would they feel the same thing each time? Not similar. The same.<\/p>\n\n\n\n<p><strong>Second:<\/strong> does your discount code name match the mood of your store, or does it look like it came from a different brand?<\/p>\n\n\n\n<p>Third: would your best customer describe your store the same way you would?<\/p>\n\n\n\n<p>If the answers are no, no, and probably not, you have a mood problem. The good news is that you now know exactly where to look, copy, visuals, promotions, and you have a framework for fixing each one without starting from scratch.<\/p>\n\n\n\n<p>Mood-based marketing isn&#8217;t a rebrand. It&#8217;s a decision. Pick one emotional state, run it through every touchpoint, and hold it consistently. The stores that feel like something are the ones people come back to. The ones that don&#8217;t are the ones people buy from once.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">\u3088\u304f\u3042\u308b\u8cea\u554f<\/h2>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list\">\n<div id=\"faq-question-1779451681734\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\"><strong>Does mood-based marketing actually affect conversion rates, or is it just a branding concept?<\/strong><\/h3>\n<div class=\"rank-math-answer\">\n\n<p>It affects both. Conversion rates respond to clarity and trust, and a store with a coherent emotional identity delivers both. The longer-term impact is on repeat purchases; customers who feel an emotional connection to a store are more likely to return without needing a discount to bring them back.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1779451909421\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\"><strong>How do I know which mood fits my store?<\/strong><\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Start with your best customers, not your products. Look at who buys from you most often, how they describe your brand in reviews, and what they say when they recommend you to someone. The mood is usually already there; you&#8217;re just making it intentional.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1779451924404\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\"><strong>Can I use mood-based marketing if my products aren&#8217;t lifestyle or fashion?<\/strong><\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Yes. Every product category has an emotional context. Hardware and tools can carry confidence and competence. Pet supplies can carry warmth and care. Office products can carry a calm focus. The mood doesn&#8217;t have to be aspirational; it just has to be consistent and real for your customer.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1779451939356\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\"><strong>How do I apply this without redesigning my whole store?<\/strong><\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Start with a copy, specifically your homepage headline and one promotion name. These are the fastest changes and the ones customers encounter first. Once those feel right, work through visuals and banners gradually. You don&#8217;t need to fix everything at once.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\">\u7d50\u8ad6<\/h2>\n\n\n\n<p>Mood-based marketing isn&#8217;t a big-budget strategy. It doesn&#8217;t require a creative agency, a rebrand, or a photoshoot. It requires one decision, what do you want your store to feel like, and the discipline to run that feeling through everything you publish.<\/p>\n\n\n\n<p>Most Shopify stores aren&#8217;t failing because their products are wrong or their prices are off. They&#8217;re failing to stick in people&#8217;s minds because nothing about the experience feels deliberate. The copy says one thing, the visuals say another, and the promotions say something else entirely. Customers feel that inconsistency, even when they can&#8217;t articulate it.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pick your mood. <\/li>\n\n\n\n<li>Audit your three levers. <\/li>\n\n\n\n<li>Close the gaps. <\/li>\n<\/ul>\n\n\n\n<p>It doesn&#8217;t have to happen all at once, but it does have to happen with intention.<\/p>\n\n\n\n<p>The stores that feel like something are the ones people come back to. It&#8217;s a strategy, not a coincidence. And it starts with a single, deliberate choice about how you want your customer to feel the moment they land on your page.<\/p>","protected":false},"excerpt":{"rendered":"<p>Mood-based marketing means choosing one emotional state you want customers to feel. Then making every part of your store, copy, visuals, and promotions, consistently deliver that feeling. It&#8217;s the tactical engine behind vibe marketing. It turns a brand aesthetic into something customers actually experience at every touchpoint. Customers who feel genuinely connected to a brand [&hellip;]<\/p>","protected":false},"author":10,"featured_media":4149,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_lock_modified_date":false,"footnotes":""},"categories":[161],"tags":[240,304,157,175,305,303],"class_list":["post-4147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discount-trends","tag-discount-trends-2026","tag-emotional-marketing","tag-future-discount-trends","tag-future-ecommerce","tag-mood-marketing-strategy","tag-mood-based-marketing"],"_links":{"self":[{"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/posts\/4147"}],"collection":[{"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/comments?post=4147"}],"version-history":[{"count":4,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/posts\/4147\/revisions"}],"predecessor-version":[{"id":4154,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/posts\/4147\/revisions\/4154"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/media\/4149"}],"wp:attachment":[{"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/media?parent=4147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/categories?post=4147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/discountray.com\/ja\/wp-json\/wp\/v2\/tags?post=4147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}