Post by sitomo101 on Mar 11, 2024 4:24:24 GMT
Connecting the past and present of potential customers through, for example, a studied advertising campaign or the launch of a specific article can increase sales and engagement : a connection between the product and memories of the past to be kept alive proves to be an effective tactic. However, the key to success always remains the use of precise sensory stimuli to arouse nostalgia . For example, a visual , an image, a piece of music, a clear and direct reference to specific targets . Typical target Nostalgia marketing campaigns generally target two ideal targets Millennials and Generation X. Millennials , born between the 1980s and the mid-1990s, have fully experienced the transition to digital, so nostalgic references to the analogue world before the Internet.
But even members of Generation X , born between 1965 and 1980, constitute Oman Phone Number Data an interesting target , thanks to their economic possibilities. What about Generation Z (1996-2010)? The concept of "communal nostalgia" and feeling part of something comes into play : the memory goes beyond personal experience and melancholy turns towards society and a historical period not directly experienced. Examples of nostalgia marketing The concrete examples are countless and linked to various types of brands . Like Fiat 's advertising campaign on the occasion of the launch of the Fiat 500 Dolcevita , with strong references to the 60s and Italian Glamour, also associated with an iconic product that has fascinated multiple generations. Fiat 500 Dolcevita advertising Credit: fia Or Nintendo , the Japanese video game manufacturer that has decided to present the Nes Classic Mini , a reproduction of its famous console from the 1980s compatible with current TVs, which has exceeded 5.28 million units sold.
Nintendo Nes Classic Mini Credit: Nintendo Co. Ltd. Pepsi , on the other hand, in 2016, reintroduced the "Crystal Pepsi" from the 1990s onto the market as a limited edition. The most interesting part of the promotional campaign was the “Crystal Pepsi Trail” game on the CrystalPepsi.net website, which was reminiscent of the 1992 Oregon Trail game . Crystal Pepsi Credit: PepsiCo Nostalgia marketing: the risks and how to avoid them The main risk, when we talk about nostalgia marketing , is to adhere to the trend in a superficial way. It is necessary to build a campaign that is still current, from the point of view of images, language and visuals. And that it does not become a simple regret from the past without the fundamental element of innovation . Better if the brand is already known and part of the imagination of the target audience.
But even members of Generation X , born between 1965 and 1980, constitute Oman Phone Number Data an interesting target , thanks to their economic possibilities. What about Generation Z (1996-2010)? The concept of "communal nostalgia" and feeling part of something comes into play : the memory goes beyond personal experience and melancholy turns towards society and a historical period not directly experienced. Examples of nostalgia marketing The concrete examples are countless and linked to various types of brands . Like Fiat 's advertising campaign on the occasion of the launch of the Fiat 500 Dolcevita , with strong references to the 60s and Italian Glamour, also associated with an iconic product that has fascinated multiple generations. Fiat 500 Dolcevita advertising Credit: fia Or Nintendo , the Japanese video game manufacturer that has decided to present the Nes Classic Mini , a reproduction of its famous console from the 1980s compatible with current TVs, which has exceeded 5.28 million units sold.
Nintendo Nes Classic Mini Credit: Nintendo Co. Ltd. Pepsi , on the other hand, in 2016, reintroduced the "Crystal Pepsi" from the 1990s onto the market as a limited edition. The most interesting part of the promotional campaign was the “Crystal Pepsi Trail” game on the CrystalPepsi.net website, which was reminiscent of the 1992 Oregon Trail game . Crystal Pepsi Credit: PepsiCo Nostalgia marketing: the risks and how to avoid them The main risk, when we talk about nostalgia marketing , is to adhere to the trend in a superficial way. It is necessary to build a campaign that is still current, from the point of view of images, language and visuals. And that it does not become a simple regret from the past without the fundamental element of innovation . Better if the brand is already known and part of the imagination of the target audience.