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Nostalgia is such a powerful thing. It’s the reason why we have Throwback Thursdays and Flashback Fridays in which we have the opportunity to share n ...

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What is Nostalgia Marketing?

It’s the reason why we have Throwback Thursdays and Flashback Fridays in which we have the opportunity to share nostalgic memories on social media, be it from the past week or decades ago. It’s also the time where we share photos of outdated technology or the previous generation’s favourite snacks, with captions saying share if you remember what this is.

Wonder why Stranger Things is met with so much excitement? It’s because it ingeniously pays homage to our childhood thrillers, resonating well with the audience, particularly among millennials – and brands from across all industries have tapped into this concept, paving the way for a powerful a trend, nostalgia marketing.

What Was Old is New Again

But, how did this trend come to be and how does it work?

As Google puts it, nostalgia is a sentimental longing or wistful affection for the past, typically for a period or place with happy personal associations. Nostalgia marketing, on the other hand, is a strategy where brands leverage the past to generate these feeling with the goal of creating a connection with the audience.

Nostalgia Marketing in Indonesia

Although nostalgia is universal, it makes a more significant impact on the millennial generation. As the group of people who have seen the most change, they are most likely to long for the past.

In fact, this statement is supported by a number of studies suggesting that nostalgia help millennials deal with transitions. We’ve witnessed how campaigns that reminisce the good ol’ days evoke positive feelings among these young adults who have faced the many challenges of today’s lifestyle.

The Benefits of Nostalgia Marketing

A great example of this is when, in early 2018, Nintendo announced they were releasing a mini version of the classic Nintendo Entertainment System (NES), along with 30 retro games. For fans of the console, this provided an opportunity for them to experience something so familiar but in a different time and a different format.

The NES, along with the SNES Classic Mini that was reintroduced alongside, immediately sold out worldwide, further proving the success of nostalgia.

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