Only ’90s kids will get why this technique is so valuable.
A hip funky young man with a mullet and fluorescent jump suit windbreaker. Dark 80’s style glasses cover his eyes as he sings along to his “ghetto blaster” boom box. Wood paneled wall for copy space in the background.
Nostalgia marketing is taking the world by storm, as millennials and Gen-Z are longing for the past, and brands are taking them on a journey through time. The result? A successful marketing campaign that converts.
Today, we’ll explore how nostalgia marketing has the potential to impact a brand’s success by looking at some of the top examples.
What is nostalgia marketing?
Generally, nostalgia is defined as a strong longing or immense affection for a past event, experience, object, place or personal connection.
Nostalgia is often triggered by a sensory stimulus, such as a scent, a song, a taste, or a sight; it can also be caused by a conversation, a memory recollection or a similar experience.
Nostalgia marketing takes on that notion and creates a playful campaign referencing a time gone by in order to tap into our collective longing for the past.
Who is the target audience for nostalgia marketing?
Millennials deeply realte to the brimming social media and advertising content that embraces the slogan “Only kids born in the ‘90s will understand.” It makes them feel a part of a special generational cohort that’s united by a longing for a much-coveted time.
TV shows such as “Friends” and “Sex and the City”, comfort foods such as eggs and soldiers and fish fingers, and iconic fashion items such as strappy heeled sandals and denim butterfly tops are hitting just the right spot on the nostalgic spectrum.
Gen Z are also chiming in on the nostalgia trend, and they are really easy to excite. Despite the fact they didn’t live through the decade itself, they are bringing ‘90s culture back into the world through their preferred mode of content sharing – TikTok.
This article was written by Eleonora Hristova for PR Daily. Read the full article here.
