Nostalgia Marketing in the 21st Century… No DUH!
We know it, you know it, even your mom knows it - retro is back in style, baby! Growing up, remember when your parents would sigh about how “things just aren’t like they used to…”? Well, marketers took the hint that paying homage to the past is always a safe bet.
In the world of marketing and digital storytelling, the main purpose is to make your audience feel something. It is an added bonus if you can connect your audience with one topic that they can relate to. What better way to do that than through paying tribute to the past? When things were simpler, the world didn’t feel like it was falling apart and there wasn’t a pandemic that flipped our lives upside down.
What’s the 411 on Nostalgia Marketing?
Before we dive into why this trend is working, let’s discuss what it means exactly. This is more than just sharing a post and adding #ThrowbackThursday to it. Nostalgia marketing is when brands transform their current campaign strategies to reference the past. When something is ‘nostalgic’ it is sentimental and often tied to a positive memory.
Marketing isn’t just about the product or service you are trying to sell, but the experience it will provide. Another purpose of this tactic is to use the pathos approach - which is to appeal to the emotions of your target audience.
We are Totally Buggin’ Over These Brands!
Brands such as Motorola, Apple, and Burger King, have used this strategy to their advantage by referencing some of their most beloved products, marketing and designs - and fans came crawling back!
Motorola Razr
Do you remember when this was all the KRAZR? 😉 Whether you stuck with the classic silver or opted-in for the hot magenta, the Razr was one of the most sought-after phones in the early 2000s and made its comeback in 2019. >> https://youtu.be/CI4sP1uwBk4
Adobe’s ‘Joy of Sketching’
Who better to spread the love of art than the iconic Bob Ross? To promote the company’s Photoshop Sketching feature, their campaign ‘Joy of Sketching’ inspired others to use their creative eye and live life in color. >> https://youtu.be/LeCWO2uRnoo
Apple and Cookie Monster
To promote the hands-free Siri feature for the iPhone 6, Apple hired Sesame Street’s Cookie Monster to show us how to pass time while waiting for our sweet treats to bake. >> https://youtu.be/MF6OYq_2Ooc
Remember Internet Explorer?
Microsoft is bringing back the new Internet Explorer feature. But, prior to you understanding what the ad is exactly for, it took the audience through emotional memories of childhood, specifically for children of the 90s. >> https://youtu.be/qkM6RJf15cg
Big food & beverage brands are bringing it BACK!
Brands such as Burger King DORITOS, Yuengling, Kentucky Fried Chicken, and more have hopped on the bandwagon and referenced their old branding in today’s modern market. Check them out below!
Don’t Think Nostalgia Marketing Works?! As If!
According to Marketing Week, 55% of people would rather go back to the past than jump ahead in the future. Reminiscing on the good and simpler times is something that everyone does, and these “throwback” brand initiatives and advertising campaigns provide that escape.
Tapping into nostalgia marketing, your brand can create a campaign that can appeal to a wide audience. Think about ways that you can recycle or revert back to older campaigns with a fresh eye or look. It may be just the new campaign idea you’ve been looking for!
What Do You Think of Nostalgia Marketing?
As a digital marketing agency, we love seeing how trends play out within the industry and see what makes a huge splash. What are your thoughts? Does it work for your business? Do you find yourself thinking of the past and the “good ole days”? Does it tug on your emotions too?
We’ve gotta bounce, but let’s totally connect! 😉
Whether you are looking for how to use this tactic in your own strategy or looking for a whole refresh, we got you covered. Take a chill pill and connect with us today!