Whether it’s Disney’s Nostalgia culture wave of live-action films or the wave of bands’ comebacks, nostalgia has never been so exploited by companies. However, this is not a new formula and has always been the case.
How to provoke feelings in your target audience by making nostalgia the main character of your campaign? Follow today’s blog and find out!
In 2019, Sandy and Júnior Nostalgia culture announced their return on a multi-million dollar tour, which would become the most profitable national tour of that year. The brother and sister duo that was a success at the beginning of the millennium serves as an example, but they were not the only ones! Singer and presenter Xuxa also went on a final tour, as a farewell, and won a documentary on Globoplay remembering the most special moments of her career.
Everything new again: a great coming and going!
Kelly Key has re-recorded old songs in new partnerships, as has singer Pitty. She-Ra and He-Man are back with new Netflix cartoons, the band Restart is back, Stranger Things brings the feeling of eighties movies to full power – as well as Fear Street, IT and several other recent examples. I could spend hours listing what has been happening in this last decade, which basically explores already consolidated franchises – like Disney – or tells a new story based on already consolidated stories – like Wednesday, Stranger Things and other franchise adaptations.
The feeling of nostalgia for a certain era has always existed – and it is usually 20 years after a certain decade that allow it to become old enough to become nostalgic. The catalyst for this period is the moment when the child of a certain generation becomes a consumer audience and begins to have purchasing power.
In this way, recalling the childhood of a child from 2000 who, for example, watched RBD on television and is now 23 years old and can buy a ticket to the show, is a very smart way to attract a new audience. In addition, it serves as an escape valve for the current reality, remembering times when things were simpler – after all, a child doesn’t have to pay bills, remember to pay rent on time, etc.
This story is not new: it dates back to the days of brilliantine!
This return to the past has always existed. In 1978, the film Grease recalled the 50s and 60s, about 20 years earlier. In the 2000s, Ploc parties were at their peak, playing songs popular in the 80s and 90s, which had also taken place two decades earlier. One example is how the film 13 Going on 30, from 2004, knows how to play with references to the 80s in its costumes, music and culture in general.
Knowing when to play iraq whatsapp number data with retro (and which retro) can be an interesting way to create a successful case, covering different audiences with the same product – presenting old things to the alpha generation, and directly reaching the emotions of generation Z.
As this has become increasingly embedded in popular culture, an interesting phenomenon has also emerged, which is called Nostalgia without Memory. Children as young as 12, for example, may find analog radios, vinyl records, and even CDs and flip phones fascinating. This happens due to the bombardment of nostalgia in the mainstream media, and even someone who did not live in a certain era may want to consume that specific product.
Romanticizing the past: a success story?
It is worth remembering that there are several romanticized representations of what the past was like, removing the bad part and remembering only what was striking and colorful – something dangerous from a historical point of view.
Furthermore, the bet on choose the right keywords and optimize your site for search nostalgic references ends up being safe and almost certain to be successful, since it attracts an audience that has consumed the same content for a long time and wants to relive the experience as if it were the first time, as in the case of the success of the Friends reunion, for example.
Because of this, several communities linked to cinema and the arts are paying attention to the lack of difference in the big movie releases, which are, for the most part, big franchises (or reboots, live-action remakes, or even sequels of the same story). From a marketing point of view, this makes sense. It’s exactly what the public is interested in.
Why cling to the past?
There is also a social perspective on the subject. As we have progressed in social, environmental and political discussions, and up cmo email list until the Covid-19 pandemic, young people see a dystopian future, with few prospects for improvement. Thus, looking back, memories of better times stand out.
The revivals of iCarly and Zoey 101, the remakes of The Fresh Prince of Bel-Air, The Wetlands and Reborn prove that, whatever the target audience, they prefer to go back 20 years to the past rather than bet on new stories. This rejection of the present is a trend that has been taking hold for about five years, and now seems to be at its peak.
Advertising as a motor: evoking a sense of childhood!
Because of this, it is quite interesting to bet on established figures who leave a lasting impression on the target audience. Carlos Moreno returned to Bombril in 2019, Fabiano Augusto returned to Casas Bahia, the classic music of Brinquedos Estrela returned in 2020, Priscilla from TV Colosso returned a few years ago for a TV commercial and Castelo Rá-Tim-Bum for an Oreo cookie campaign.