Currently, advertising has been successful in some campaigns that were successful with the public by using nostalgia as a theme. Mamonas Assassinas, Volkswagen and Elis Regina, Oreo with Castelo R-Tim-Bum, Apothecary with Bubbaloo and the Barbie movie are examples of cases using emotional connection to talk to a specific audience.
According to Samuel Pereira, CEO and founder of SDA Holding, responsible and presenter of ‘Segredos da Audiência’, the biggest digital traffic and audience show in the country, nostalgia is a powerful tool in the arsenal of any marketing strategist.
The idea not only evokes positive memories, but also creates an emotional bridge between the brand and its target audience, leading to deeper and lasting loyalty, explains Pereira.
This feeling of remembering the good times is the key point of nostalgia marketing and, according to the expert, the strategy is gaining more and more space, especially with the return of the 2000 era.
Companies are bringing back products that marked the era, connecting generations like millennials. It’s incredible how it creates a strong connection between brands and consumers, reveals the CEO.
He emphasizes that it doesn’t just work with those who grew up in the 80s or 90s, but it’s a strategy that transcends generations. Taking these points into consideration, it is essential that companies understand their target audience before acting. Discovering what brings that positive nostalgia to consumers and bringing it back in a genuine way is what determines success. Whether rescuing an iconic product or making cultural references, authenticity is crucial to creating a true emotional connection.
The most astute brands use this approach to awaken positive emotions, thus strengthening customer loyalty. By bringing back classic elements that captivated past generations, they show a deep understanding of their audience and an ability to adapt to constantly changing emotional demands, concludes the executive.
Nostalgia is more than a simple marketing tool, it is a way of establishing a real and lasting connection with the public. By using this strategy in a creative and intelligent way, companies can open the doors to a deeper and more meaningful relationship with their consumers.
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