Tyler Greer present ' All That We Cannot Leave Behind How Nostalgia is the New Cool' at Mumbrella360, 2022

1. Introduction Line
Date

4. 1972
1973
1977
1986

5. 1977 1987
1977

6. 1987 1975 1969

7. $3,474,675,251
that’s a B

8. 8
nostalgia
a wistful or excessively
sentimental yearning for return to
some past period or irrecoverable
condition

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all that
we can’t
leave
behind

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why would we?

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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

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“…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

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consumers who had seen
nostalgia-themed ads rated
the ad and the advertised
brand more favourably
compared to those who had
seen non-nostalgic

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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

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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.

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the times suit it

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“…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

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is so hot right now
all that’s old

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boomer & genX paradise

20. But it’s wrong to think that
nostalgia is the preserve of
the old is
20

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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

22. POV videos
Music Challenges Product Nostalgia
Throwbacks

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“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

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“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

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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

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Is it all just Teen Spirit?

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9/11
War on Terror Rise of China Advent of Social Media
Ed Sheeran GFC Pandemic
Housing Bubble
Trump
Climate Crisis

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Nostalgia doesn’t require deep
understanding or memory
it just has to evoke a feeling
and an aesthetic

29. …..
29
Go nostalgic
Go big

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Many brands have nostalgia-fuelling assets of their own

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“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

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‘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

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safer bet for TV and Movies productions

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60 years old
WTF?
$601.9m
US domestic box office

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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

42. easy huh?

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Anzac Day is
many things, but
nostalgia is a
huge part of it

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"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

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authenticity

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90% of Millennials
say brand
authenticity is
important

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the world
we
created

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!

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Nostalgia marketing doesn’t mean
behaving like old people.
The intersection of old and new
offers amazing opportunity.

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THE GREATEST SOLO MUSICAL ARTIST IN THE HISTORY OF THE PLANET EVER, FACT

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THANKS TO THESE GUYS

53. 53
THEN THIS HAPPENED

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"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

55. https://govisually.com/blog/what-is-nostalgia-
marketing/
55
AND IT CAN CONNECT POWERFULLY WITH TODAY’S
TEKNOLOGI

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before you get too
misty eyed….

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“The past always looks better than
it was; it’s only pleasant because
it isn’t here.”
Finley Peter Dunne

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all that we can’t
leave behind

61. 61
when tapping into the
cultural zeitgeist,
perhaps we should be
looking to yesterday

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