11. 11
Offers a sense of
heritage and
history and
therefore authority
Speaks with
resonance to
multiple
audiences at
once
Opens
wallets
Fun ways to
collab with other
brands and
moments
12. 12
“…feeling nostalgic weakens a
person’s desire for money. In
other words, someone might be
more likely to buy something
when they are feeling nostalgic.”
Journal of Consumer Research
13. 13
consumers who had seen
nostalgia-themed ads rated
the ad and the advertised
brand more favourably
compared to those who had
seen non-nostalgic
14. 14
68% of consumers willing to pay
more for a product if it appeals to
them on a personal or emotional
level
emotional campaigns are the most effective
and outperform rational campaigns in terms
of increasing penetration, sales and market
share in the long term.
Marketing in the Era of Accountability
Les Binet & Peter Field
https://www.marketingweek.com/getting-emotional-about-advertising/
Ad Rank
Google
15. 15
Nostalgia marketing is all about
using old, familiar concepts
known for developing happy
connotations and fond memories,
to build trust for new ideas and
brands.
17. 17
“…pervasive sense of pessimism
that spans every part of the
country every age and racial
group…”
New York Times
“Generally, people find
comfort in nostalgia during
times of loss, anxiety,
isolation, or uncertainty.”
Krystine Batcho
psychology professor at Le Moyne College in Syracuse,
New York
20. But it’s wrong to think that
nostalgia is the preserve of
the old is
20
21. 21
86%
UK users want to see more
nostalgic content on the
platform
#Nostalgia
25B views
#nostalgic
2.1B views
#nostalgiachallenge
97.3M views
#nostalgiatok
43.7M views
23. 23
“It was very clear by the comment section as
it kept growing that nostalgia was really the
driving factor for its success
People loved seeing two kids getting
outside, having a perfect day playing catch
with their pals. This nostalgia was the kind of
thing that reminded you why you love
football in the first place.”
A.J. Curry
Senior manager of social content,
NFL
24. 24
“We evoke a sense of nostalgia. A lot of people
remember their parents and their grandparents
having Ocean Spray cranberry juice or cranberry
sauce as a pantry staple,”
“I think the combination of factors of the song
being nostalgic and our brand having that
nostalgia for a lot of people helps to make that
connection again.”
Melanie DiBiasio
Senior Manager of Digital Precision Marketing
"Dreams" has entered the Top 10 on Billboard's
streaming songs chart
Earns 16.1m streams within a month of TikTok video
25. 25
The GAP ‘90s era hoodie hasn’t been
sold since the early 2000s, but went
viral in January after
influencer Barbara Kristofferson
posted about it
#gaphoodie hashtag receiving
more than 5.8 million views
Second hand hoodies at $300
on resale sites.
GAP asks TikTok users which colours should be produced
32. 32
“The resulting style is one
which pushes on
fashionability while
retaining a vague sense of
nostalgia, not to mention all
the cultural cachet which
comes with that OG
Converse shoe”
Chuck Taylor All Star
37. 37
‘Pac-man games and pizza hut pizzas occupy a special
place in many people’s memories; we’re excited to have
the opportunity to create fun memories for a new
generation of pac-man and pizza hut fans through this
collaboration,’
pizza hut x pac-man collaboration is part
of a wider ‘newstalgia’ campaign bandai namco entertainment inc. head of licensing and branding
yutaka fuse
41. 41
Daryl Summers and Ozzie
Daryl stood behind the desk, the ostrich sat on it
The was a head on a stick named Dickie Knee
There was a husky voiced ‘angel’ and a sound effects guy called Murray
Pluck-a-Duck was another thing
They had a talent quest called Red Faces in which they humiliated people but also launched careers
A segment called ‘What Cheeses me Off’ in which viewers wrote in discussing things that annoyed them
There was a series of supporting ‘girls’
It was ritual and unmissable viewing
44. 44
"The Fresh in Our Memories
website has been taken
down this evening.
We regret that our branding
on the picture generator has
caused offence, this was
clearly never our intention.“
Woolies FB page, 2015
48. 48
In the past we see a time before marketing turned every
experience into commodity, every social movement as
something to be leveraged, before kids were segmented
into letters x y z
49. 49
Old and new can exist together and compliment each other
Sweat the details
Recognise and
leverage the
nostalgic
strengths your
brand has
Find where
nostalgia is
culturally
resonating
Have fun!
50. 50
Nostalgia marketing doesn’t mean
behaving like old people.
The intersection of old and new
offers amazing opportunity.
54. 54
"We were inspired by how it has grown
to have such an iconic place in culture
– from Back to the Future, Gremlins
through to more recently Stranger
Things"
Lisa Smith, executive creative director at Jones Knowles
Ritchie