It’s no secret people love the feeling of nostalgia, whether that be a character from their favorite childhood show making a pop culture appearance decades later or Missy Elliot jumping on stage during the 2015 Super Bowl halftime show with Katy Perry. Nostalgia allows people to look back on the most cherished parts of their past. Some brands have smartly caught onto this and are tapping into nostalgia marketing.
In a recent Forbes article, two successful examples of nostalgia marketing are highlighted from Coca-Cola and Mars Inc. Both brands partnered with Collective Bias to create influencer content that rode the nostalgia wave.
“Influencer content is a great way to revive iconic brands,” says Holly Pavlika, CB’s SVP, Brand Strategy, in the article. “In the case of Mars, fans clamoring for their Crispy M&Ms made the brand take another look at bringing them back.”
Steve Olenski, the author of the article asked Holly to provide her do’s and dont’s for nostalgia marketing and the need to revive a nostalgic brand. One of her do’s was:
“Do leverage social media. Listen to your customers like Crispy M&Ms did. If they are showing demand for a product, put the customer first and bring back the product.”
As for dont’s:
“Don’t forget to tap into influencers to create nostalgic stories. Social is all about storytelling. People love stories that take people behind the brand. And influencers love this kind of social currency.”
To read the rest of Holly’s tips for cashing in on nostalgia, head over to Forbes.