What is Nostalgia Marketing?
Nostalgia marketing is the technique of tapping into the emotions of a person to evoke positive memories and connect these emotions to a brand, product, or service. Think of the first time you held hands with someone you loved. Think of the first time you shared a drink with a friend. You usually go back in time immediately and feel different. It’s your emotions playing games with your mind.
Tapping into emotions is often a great technique to get people to remember a brand that is forgotten. In India, some companies like Maggi have successfully implemented these techniques to tap into the older generation, reminding them of college days when Maggi was a comfort food when all else failed. Companies like Coke and Pepsi have been able to do the same in the USA.
Is Nostalgia Marketing Effective?
Nostalgia marketing is effective but has limitations. Research indicates that nostalgia marketing is most effective for Millennials at the moment. Getting Gen Z and children to respond to nostalgia marketing is nearly nonexistent. The older generations (older than the Millennials) may respond to it fairly well. If your target market is the new generation, you will find nostalgia marketing futile.
Nostalgia marketing evokes emotion and sentiments based on past experiences. The key is past experience. Most Millennials can remember their time in school, college, their first job, their wedding, and their parents. The point of view has often changed on each of these subjects over a period of time. Millennials will often miss these times, like their school or college days. These are often hard for Gen Z to relate to as their memories are still fresh regarding these incidents, and their point of view has not changed.
One of the incidents that I can personally relate to is with a brand called Poppins. Poppins is a candy with multiple flavors and colors. I am 46 and not into candy, but when I found one in a store after a long time, I wanted to buy one for my niece for her to experience what I experienced four decades ago. The kid was unaware of the limited options we had 40 years ago and had no emotional significance. For me, I had to just pop one into my mouth that day to bring back memories.
It’s the psychological effects of nostalgia in advertising that makes the concept successful. There is a short and small impact of nostalgia on consumer behavior, but if well harnessed, it can be converted into a sale or a lead easily. Even with no sale or leads, leveraging nostalgia for brand loyalty is an excellent strategy in itself.
Social Media for Nostalgia Marketing
I feel that social media marketing, especially with short videos between 2-4 minutes, can create the best impact for nostalgia marketing. The surprise of seeing an ad for a product that you used two decades ago brings back memories and makes you sit through the video. You don’t need fancy hooks or brand ambassadors to relate to the ad.
When it comes to creating ads for social media that resonate with your customer—especially when creating a nostalgic feeling—you need to ensure that certain techniques are used. Think about vintage aesthetics, throwback content, and old music that creates an emotional connection to past experiences. The time when Doordarshan (DD) played their slow music helps bring back memories and was well used to evoke nostalgia in movies like Zindagi Na Milegi Dobara. People still remember the scene where Hrithik imitates the slow music. Think about “Washing Powder Nirma” or “Hamara Bajaj.”
Creating a sense of nostalgia in your marketing strategy is key to the success of nostalgia marketing.
Examples
The best Indian ads from the 90s that evoke emotions in Millennials:
- Amul Butter: One of the oldest butter brands in India, the Amul girl has always been known for her clever play on words. Very prominent in billboards rather than in video and media ads, Amul has been able to create a significant impact with their ads, making them timeless.
- Liril Soap: The Liril ad featuring a young girl enjoying a shower in a waterfall has been one of the favorite ads in the 90s among youngsters. Many Millennials still relate to the brand through the ad of the Liril girl. Though the brand has lower popularity in 2020, these ads do evoke brand identity and contribute to an increase in the sales of their product after their recent ads.
- Nirma Washing Powder: The jingle “Washing Powder Nirma” was an anthem in the 90s, and the brand was recognized as the affordable, effective product for washing clothes. Thirty years later, the music is still relatable among Millennials.
- NECC – Roz Khao Anda: One of the ads from the 90s promoting the consumption of eggs by the National Egg Coordination Committee to increase awareness of nutrition was a big hit among children and parents. Though this ad does not resonate with current times, we all remember how this ad made a big impact in Indian households during the 90s.
Why Nostalgia Marketing Strategy Works
- Social Media for Nostalgia Marketing: Best for reintroducing products.
