Tying new, promotional content to an audience’s memories by cleverly weaving in old content, ideas, or ideals can be a powerful way to spread a brand’s message. The campaign included a the branded hashtag #NowItsHot. Nostalgia is a very powerful emotion, some would argue, one of the most powerful of emotions. Along with the video, Tractor Soda Co. used email, Facebook, and Instagram to promote the campaign. At Emotive Brand, we know that emotive brands thrive. If you like to treat your taste buds well then you've probably heard of Sriracha, but you likely haven't seen an ad for it on TV. Not every ad is meant to sell your product. This cigarette brand simply avoids all social media. This plays on nostalgia but also creates an optimistic tone for the future, which is what we’re looking for in the coming year. Last one. The spot, which opened with Chance the Rapper alone followed by a dance number in an airplane hangar with the rapper and the pop stars was sort of epic in that it served to kick off The Backstreet Boys’ tour. Nostalgia is definitely an interesting tactical territory. #nostalgiamarketing. Before I get into the whys and wherefores of nostalgia marketing, let me tell you a little story about a kid from Harlem that will drive home the impact nostalgia can have on buyers in the real world. By Jillian Berman. Nostalgia marketing uses imagery, music, or pop culture references from the past to tap into our collective longing for a simpler past. It creates a “remember when” feeling that helps your audience feel more connected to you and your brand. did this to great effect to promote their new Razr phone, peeling off layers of former phones to reveal the new foldable smartphone underneath. But Sean came from a marketing background, so he developed a game plan. The songs he chose included those made famous by the likes of Diana Ross, David Bowie, The Jackson 5, James Brown, KC & the Sunshine Band, The Police, The Trammps, Lisa Stansfield, Miami Sound Machine, Kool & the Gang, Duran Duran, Miles Davis… major, right? Well into adulthood, this demographic is raising their own young children in an environment drastically different from the one in which they grew up. Nostalgia marketing is the crafting of campaigns to evoke feelings like comfort, happiness, security and longing. While the pandemic has isolated many of us, these peeks into the world of 2019 remind us that life changed quickly — and it can quickly change back. In a time when most marketing focuses heavily on the future, it transports us back to a simpler place where our current problems don't matter and the hustle and bustle of modernity just melts away. Millennials respond particularly well to nostalgia marketing. And Zalando’s “We Will Hug Again” spot taps into our recent nostalgia for physical contact and connection. The company released a rather sobering, “Our bad, we’ll do better” type of ad in response to the incident. Sometimes the immediate goal isn’t transactional. If you saw the movie Superman (1978), you may remember a pretty emotional point in the film when Superman’s love interest, Lois Lane, died unexpectedly when her car is swallowed up in an earthquake. Nostalgia goes hand-in-hand with optimism and inspiration. One spot features a studious, bespectacled man sitting hunched over at a bar, scrolling through his phone. Last holiday season, Walmart stores displayed a small selection of 45-inch, full-cabinet arcade games. ). The Surge revival was successful because Cola didn’t use nostalgia marketing to force an old idea on a new audience. Make your brand more relatable by putting a face on your brand and by connecting a positive vibe or mission to your brand. Nostalgia marketing can also address the changes that we all go through over time. Brands and marketers have come to recognize the impact Memory Lane can have on our moods, the affinities we develop for people and things, and - here’s the big one - the actions we take. Customizing brand messaging to cater to these universal states of being allows brands to connect their products and services to base instincts and conceptual modes of thinking. What would it say about your brand if you blanketed a members only jacket (you may have to look that one up) or other clothing items and outerwear with your logo? It’s epic. Years of advertising regulation on any kind of brand associated with smoking means it is just not worth the risk of them getting sued over a breach – in 2014 they were highly criticized for launching a marketing campaign aimed at young people. AND they get to remember / rediscover the Royksopp video. Tyler drives so fast around the track that he actually turns back the hands of time. Sean got the content rights (we talk a lot about content rights on this blog) to use songs that were not just hits on the pop charts, but more importantly, songs that were cultural and national staples, frequently heard at backyard parties, graduation parties, wedding receptions, and at holiday celebrations all over the country. So distraught was the man of steel that his beloved was dead, that he flew off from the scene, off the planet a blind rage, and circled the earth so fast that he turned back the hands of time and essentially unkilled Lois (comic book reality, here… bear with me). What’s superb about this commercial is in 2018, Geico pulled this one from the archives as part of a campaign to get people to vote for their favorite Geico commercials and started airing it again. “Tapping into a consumers’ memories is one of the most effective ways to connect on an emotional level,” she writes. Gen Xers will harp on things like breakdancing... or that time Michael Jackson debuted the Moonwalk and broke everybody’s mind… or the Friends gang hanging out at Central Perk. His thought behind the label that he started under the guidance of the late, great, Andre Harrell was to create music for college students, young adults, and the club scene. Born in the mid-1940s to mid-1960s, this demographic would feel the strongest connection to the mid-century aesthetic. For this year’s Super Bowl, Doritos aired a 60-second spot promoting its Flaming Hot Nacho flavor by teaming Chance the Rapper with 90s boy band The Backstreet Boys. Raise your hand if you’ve ever gone on a Facebook hiatus for a spell to get away from the negativity. So, Forever 21’s collaboration with Pepsi is totally on-brand for the store - 80s/90s-inspired jackets and outfits heavily branded with the old school Pepsi logo. More than just helping you makes sales, nostalgia marketing can help you make positive impact and help solidify the value of your brand in the minds of your target audience. Source: On Instagram here’s @paulspulse sporting the fly Central Perk shirt. Nostalgia actually lights up the brain’s reward center, which may be why we like talking about the good ol’ days. campaign. Small Business Trends contacted 99designs COO Pamela Webber to find 10 ways your business can use 90s nostalgia marketing. Nostalgia works on a couple of different levels - individual, familial, community, nationally, culturally, generationally.... You and the friends from your old neighborhood will have a different set of nostalgic moments than the ones you and your college friends share. Think about it: If you’re at a party, are you going to spend all night hanging out in a corner with Debbie Downer or get in that growing circle of laughs around Fun Bobby? Brands of all kinds are putting more time and energy into creating effective nostalgia marketing campaigns for a good reason. It’s the template for every power rock ballad that came after it. People love it! It’s the soundtrack of a generation. But rather, to stay top-of-mind and create a memorable, positive experience for your audience. All you need is a time period that your target market is going to feel nostalgic about. (I mean...I actually killed my Gigapet but it’s a good memory, nonetheless.). A lot of the clothes you see at Forever 21 are heavily branded, whether it’s a jacket tagged with a bunch of USPS logos or a worn Van Halen graphic tee, Forever 21 is the place to go if you want to get a really cool throwback… anything, I guess (as evidence by the Three’s Company-esque Mr. Roper visor above that was spotted at the local Forever 21). Times of amazing childhood days spent watching Beyblade and Pokemon, running in your flashy sneakers and feeding your virtual pocket pet. Now think about the way you felt as you belted out “B-O-L-O-G-N-A!” Somehow that feels great, right? 3 .Nostalgia can now be personalized. To promote these, one of the marketing tactics Walmart used was game reviews by someone who specializes in collector’s items. Ray L. Perry is a marketing consultant, business advisor and author. Lego, masters of nostalgia marketing, have created a. that brings back some of the classic Lego characters, and shows how today’s kids can still enjoy the Christmas season through their imaginations. Nostalgia is particularly evident in Social content when brands use hashtags such as #tbt which stands for Throwback Thursday. Motorola did this to great effect to promote their new Razr phone, peeling off layers of former phones to reveal the new foldable smartphone underneath. Before you can bring the power of the past to your marketing, you need to know exactly who your audience is. Each of these brands is benefitting from the emotional power of nostalgia, a wistfulness for days gone by. A few seconds later, Tyler hops out of the car 40 years younger. Find a natural way to make your product more aspirational by triggering inspiration (but not envy). Click the button below to schedule a 30-minute demo with us and we’ll help you reach your brands expansion and development goals. Before the Geico gecko, there were the Geico cavemen. Nostalgia marketing can also address the changes that we all go through over time. Clicking away lets you hear your song choice, but also provides you the option to register for a free account (and opt in to receive emails) and of course, create custom playlists. Each of these brands is benefitting from the emotional power of nostalgia, a wistfulness for days gone by. A good way to do this is by capitalizing on a collective memory that many of them will appreciate. Apple, for example, introduced Siri with a charmingly nostalgic commercial featuring Cookie Monster. Interestingly - and this will probably be of interest to nonprofits as well - people were willing to pay or give more money to others after reflecting on a past life event BUT NOT MORE TIME. These recollections almost certainly bring a smile to your face, and that overlap between memory and emotion is unique to nostalgia. We talked about this pretty extensively in the social proof post. Hotels across the country are channeling nostalgia in their marketing efforts by tapping into consumers’ desire to travel safely. Emotional Storytelling . Coca-Cola has always been a company that’s embraced its nostalgic past — for example, its continual production of iconic 1950s-era bottles and use of 1930s Santa Claus imagery — but recently it embraced a more contemporary era: the 1990s. Nostalgia marketing is the advertising equivalent of comfort food. You might even forget for a while that 15, 20, 30 years has passed since you created these warm, seemingly not-so-distant memories. Most old brands are relying on something the marketing community now calls nostalgia marketing. #nostalgiamarketing. You can also grab the throwback Atari or Sega game consoles suped-up to work with even the smartest flat screen TV. Tagged: nostalgia marketing, throwback, retro ads, 8 Brands that Used Nostalgia Marketing to Captivate, How to Set Goals (Real Ones) for Your Influencer Marketing Campaigns [Downloadable Guide], How to Set Goals (Real Ones) for Your Influencer Marketing Campaigns, ROI Expectations + How to Plan for Your First Campaign. For some of the biggest consumer brands, nostalgia is anything but yesterday’s news. And before he (Justin Timberlake) became Branch (the grumpy troll) for your kids. Cobra Kai, the continuation of the Karate Kid franchise, is one of the most popular shows on Netflix. Are they older Millennials, born in the early 1980s? Politicians were literally steamrolling over piles and piles of rap albums indiscriminately. The New York Public Library, for example, has created a playlist recreating the pre-pandemic, . Or take it back to the 60s (like that Gucci ad we included in the first part of this post) to appeal to Boomers. Congratulations to the Class of late 1990-something or 2000-whateverrrrr! A trip into Forever 21 is like visiting the past. Nostalgia is probably most effective when it is combined with the contemporary. There’s a section of Walmart.com called Classic Arcade Gaming that hosts a virtual catalog of 6-inch games, tabletop arcade games, the four-foot game cabinets, and risers for the game cabinets. I love to eat it every day, And if you ask me why I'll saaayyy, ‘ Cause Oscar Mayer has a way with ________!!!!”. Or young Millennials, born in the mid-1990s? Even the recent “How it Started vs. How it’s Going” trend on Instagram taps into nostalgia marketing. Nostalgia-centric marketing succeeds when brands keep a finger on the pulse of modern culture, listen to what people are talking about, and plug into those ideas to create new marketing … In two other Prime Wardrobe spots, similar situations are presented and set to 80s rock hits, Eternal Flame by The Bangles and Is This Love? It was shocking to see in-store. Or a leather belt with a big, gaudy logo’d belt buckle would probably KILL… and surprise the heck out of both your team and your customers. © 2020 MarketBlazer, Inc. a Georgia Corporation dba Ray L. Perry Consulting | Powered By MarketBlazer, Terms and Conditions | Privacy Policy | Disclaimer. The caption below this Gucci spot reads: Presenting #ForeverGuilty. If you ever get tired of watching this commercial, you’re crazy. This spot in particular originally aired in 2006 with a KILLER song called Remind Me by Röyksopp (there are tons of mixes of this song… and yeah that pixel art thing is the real video). What about corporate earrings that break the dress code… and people can’t really wear them to work? We want to help you link up with amazing creators who can help make your message beautiful, relevant, and effective. First, Dream On was on the band’s first LP, released in 1973. Really?!! Once a week? So, creating an opportunity to tie your brand's message to a fond childhood memory can help make your brand and your message more memorable. Blendtec boosted sales and created an enormous amount of buzz about the brand by using its industrial blender (with the super unsexy name) to grind up things like cell phones, baseballs, marbles, super glue (that one was cool), silly putty… the list goes on. He was launching his business at a time when gangster rap had sort of ruined everything already. Every single one of us has moments, periods, and times in our lives that we can look back on and say “Ahh! Since most small businesses don’t have the budget for Muppets, look for other, more affordable ways to incorporate nostalgia marketing into your strategy. But in a wildly uncertain year, looking to that stability and predictability is even more appealing. The Shelf, 68 Jay Street, Brooklyn, NY, 11201, United States, Fully-Managed Influencer Marketing Campaigns, Self-Serve Influencer Marketing Platform (SaaS), nostalgia makes people more optimistic about the future. Arcade 1UP supplied the arcade games for him to review, and in the video description he also mentioned going to Walmart to pick up the games… that, and there was a guy in a Walmart t-shirt actually assembling the games… which leads me to believe the review was a Walmart x Arcade 1UP collaboration for the holiday season. Nostalgia marketing has seen a major resurgence over the past several years, and the COVID-19 pandemic has made the trend even more ubiquitous. The strategy is only successful if a brand creates an emotional hook by using nostalgia to offer something completely new. Ahhh, the good ol’ days. And the Nintendo Switch continues to be one of the hottest gaming consoles, with a full catalog of old school video games. Yet brands that use nostalgia marketing must remember to put these references into a modern context. 3. This highlights an important element of nostalgia in marketing: know your audience. If you choose not to create an account, you can go back to your graduation-year playlist, but it’s basically a just commercial-free radio station - you don’t get to call any shots. These were songs moms and dads partied to in their youth, songs that evoked all the feels. And anyone who uses Twitter and Instagram have probably dug through their own photo albums (physical and virtual) to find the perfect pic for #throwbackthursday. A strategy adopted by big brands such as Nike, Pepsi, Gucci – as well as Cheetos, Discover and Mountain Dew in their incredible nostalgia marketing ads featured at the 2020 Super Bowl – nostalgia marketing has become an even more valuable tool during the last months, as the world navigates these unpredictable and unprecedented times. But there’s only a certain remnant of the population that will happily engage with content that incites rage, fear, or shame. LiftMaster’s Ferris Bueller’s Day Off commercial winks to the audience, showing Cameron all grown up and preventing his own son from getting into the same Ferrari-related scrape that he faced 30 years earlier. For example, memories that evoke the childhoods and teen years of Generation Xers and Millennials have recently been trending. This ad dreams up a concept that anyone over a certain age has considered before - turning back the hands of time. It’s actress Bea Arthur as Golden Girls’ quick-witted roomie, Dorothy Zbornak. It’s one of the most effective ways of connecting with people, reminding them of their childhood, sparking memories left, right and centre . While reaching as far back as childhood continues to be effective, many of us are currently feeling nostalgia for a more recent time — before the pandemic. Don’t think nostalgia marketing can work for your business? Instead, it simply responded to the requests of its customers, to generate goodwill and loyalty among its fans. Now, BP has had a rough go of it since the big oil spill of 2010. Appreciating the good times makes people feel like more good times are on the way. Give the viewer something unexpected… even if the unexpected isn’t necessarily unprecedented. Huy Fong Foods, the makers of Sriracha . Because it’s probably on the song list. Here’s the big takeaway… A personalized, compelling, relatable, and nostalgia-inducing message is an effective way to tie your brand to a positive memory or experience for your target customer. And we call that nostalgia marketing. Think about that for a moment. Conventional wisdom would suggest only brands with long histories can leverage nostalgia. Don’t get me wrong. Next, the turning back the hands of time thing isn’t without precedent. The next point talks about why that is. But those types of positive emotions tied to SIGNIFICANT memories form the core of why nostalgia marketing is so effective. How To Do Blogger Outreach (includes templates to make this quick and easy), How to Vet Potential Blogger and Influencer Partners, 7 Core Strategies for a Successful Influencer Campaign, Here Is EXACTLY How We Ran Our First Influencer Campaign. Creating a high-impact nostalgia marketing campaign will niche-down your audience reasonably well but you can go narrower to really zero in on what your target buyer wants and what they actually need to hear from you to convert the sale. In fact, for many brands, utilizing nostalgia marketing is one of the best techniques for adding to their SEO strategies. Decades later, you can still hear Sean’s music around the clock, playing on throwback rap stations that broadcast nothing but rap hits from the 80s and 90s… many of them originally released by Sean’s company. We trigger nostalgic moments as a self-soothing mechanism – our regular dose of feel-good to get through the week. When he stops and gets out of the car as Young Steven, 70s-era fans come rushing toward him before the message, “Feel something again” is captured on the screen. Walmart is no stranger to retro video games. Some major brands have the budget to bring in famous characters or products. 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