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From 00’s fashion trends to the revival of vinyl records, one thing is certain, nostalgia sells. Not only are brands using nostalgia as a fun, reminiscing tool but as fully-fledged campaigns. At Jam, we know that nostalgia is more than a trend, it’s a strategic tool that can drive engagement, boost conversions, and even help predict what trends are coming next.
How it works
Marketers are beginning to buy into nostalgia to cut through the noise and stand out in crowded digital spaces. They are doing this by leaning into visuals, music, style and messaging from decades past to hit their KPIs through familiarity. This type of content performs especially well on social platforms like TikTok and Instagram. According to YouGov, 75% of UK Gen Z say they enjoy nostalgia-driven content and want brands to tap into retro trends.
While brands such as Adidas, Aldi, SuperDry and PepsiCo have seen huge success in nostalgia marketing, it’s vitally important to understand your audience’s nostalgic touchpoints and balance sentimentality with contemporary relevance. Remaining authentic is key when introducing nostalgic elements into your campaigns, or your brand could run the risk of alienating audiences.
A recent example of how this can be leveraged correctly is the reunion of Oasis. They have not only drawn massive crowds to their tour but also reignited interest in the fashion, music, and aesthetics of 90’s Britpop.
Why It works
So why are nostalgia-led campaigns so effective? There are many aspects that contribute to the success of such campaigns, from emotional connections, to actions caused by familiarity and opportunity for engagement through shareability. According to designrush.com, 52% of consumers aged 12–29 prefer classic brands, and 81% appreciate when brands reintroduce products from their childhood.
Here are the key touchpoints:
- Emotional Connection – Nostalgia can trigger feelings of comfort, connection and happiness. These emotions not only resonate with users but also lead to deeper brand loyalty.
- Action from Memory – Familiarity plays a crucial part in nostalgia campaigns. This is done through audio, style, slang and visual cues. Which can prompt immediate action such as making a purchase, tagging a friend or clicking a link to read more.
- Shareability – Many nostalgia trends have achieved viral status. Taking advantage of these viral moments creates a great opportunity to increase reach and brand awareness. Encouraging users to share their own stories and memories, organically amplifying campaigns.
Nostalgia in Action: Who’s Doing It Well?
From limited edition product revivals, to reimagining older campaigns for newer audiences, nostalgia is being used as a marketing tool by big and small brands worldwide. Here are a few stand-out examples of nostalgia marketing at its best:
- BBC: From reviving classic shows to hosting reunion specials and creating social campaigns that celebrate iconic moments from past decades, the broadcaster is actively tapping into the nostalgia trend. Through social media they are also encouraging audiences to share their memories and engage with their old school content.
- Cadbury: By reintroducing classic adverts and packaging from past decades, combined with interactive social media content, Cadbury have created a successful and recognisable nostalgia campaign. By promoting audience engagement by inviting fans to share their favourite childhood chocolate memories, they spark sentimentality and turn this into action.
- Vinyl & Cassettes: Limited-edition vinyl and cassette releases are being utilised by artists as part of immersive nostalgia-driven campaigns. These often include exclusive artwork, behind-the-scenes content and album revival that encourage fans to not only engage with their content, but to also make purchases.
- Penguin Books: By reissuing classic novels with vintage-inspired covers, Penguin have successfully utilised the nostalgia trend through sentimentality. They have garnered interest not only from collectors but also younger readers eager to connect with literary heritage. They also use social content to support this by highlighting their process, making announcements and interacting with a wide community of readers.
Nostalgia as a Trend Predictor
Nostalgia doesn’t only bring the past to the present day, it can help anticipate future trends. This is done by analysing past eras that have regained popularity to better forecast what could be coming next. Today we’ve seen a resurgence of Y2K fashion and compact digital cameras, so how do brands figure out what tomorrow might bring? Knowing how to read these cultural signals is a skill that Jam takes special interest in.
FinalThoughts
Jam Makes Retro Marketing Relevant
At Jam, we don’t believe in just following trends, we forecast them. Our creative team can help you build bold, emotionally-driven campaigns that harness nostalgia in refreshing ways. Whether it’s reimagining your brand visuals or developing full-scale content strategies, we’re here to help you connect with the wide range of demographics of your audience. Ready to take your future campaigns into the past?
