From Memories to Metrics: How To Use Nostalgia Marketing

Y2K. Friends throwbacks. ‘80s synths. Nostalgia has always been a marketing tactic, but right now, it’s having a moment. 92% of consumers say nostalgia makes ads more relatable and 80% of Millennials and Gen Z seek brands that tap into nostalgia.

We all know that nostalgic feeling. The taste of the sweets your grandma used to give you. The smell of flora and fauna of your home country. The wallpaper of your childhood bedroom. Nostalgia resonates deeply with all of us.

By blending emotional connections from the past with modern relevance, brands can drive engagement across generations. From retro product re-releases to throwback content on TikTok, nostalgia isn’t just a feel-good strategy — it’s a proven way to build connection.

In this article, we explore what nostalgia marketing is, why it works so well, how experts use it effectively in campaigns and potential pitfalls to avoid.

What is nostalgia marketing?

Nostalgia is a familiar feeling to us all. But how does it relate to marketing? What is consumer nostalgia?

Nostalgia marketing taps into the power of positive memories and emotions from the past to create an emotional bond with a product, service or brand.

By using recognisable symbols from shared cultural experiences — such as retro images, icons or themes — you can evoke feelings of sentimentality and familiarity that resonate with your audience and encourage brand loyalty.

Nostalgia marketing is particularly powerful during emotionally charged seasons such as the festive season, tapping into collective childhood memories of Christmas past.

Why nostalgia marketing works: the psychology behind nostalgia

At its core, nostalgia is a bittersweet emotion — a longing for cherished moments from the past combined with the realisation that these moments are gone. But how exactly does this feeling correlate with marketing campaign success?

Research shows nostalgia doesn’t just evoke fond memories; it creates a sense of social connectedness and emotional security, which in turn encourages consumers to part ways with their money. Basically, if we feel safe, we spend.

Consumers exposed to nostalgic messaging are likelier to feel connected, loved and supported — emotions that significantly impact buying decisions. For instance, experiments show that products marketed with nostalgic labels, like ‘traditional toffee,’ outperform those with purely descriptive labels, like ‘fragrant toffee.’

Nostalgia’s demographic appeal

Nostalgia resonates across generations but holds particular sway with Millennials and Gen Z, causing nostalgia marketing to make a comeback in recent years.

For Millennials, childhood memories of Saturday morning cartoons or running outside when they heard an ice cream van evoke a sense of joy and simplicity. Nearly half of Millennials feel nostalgia for different types of media and 14% would rather think about the past than the future.

Gen Z, meanwhile, often view nostalgia as a refuge from modern world challenges — from COVID-19, the mental health crisis and social media to economic uncertainty.

It's for these reasons that Gen Z is the most nostalgic generation. Research shows that more than half of UK Gen Zers desire nostalgic themes in festive marketing and 15% would prefer to think about the past than the future.

Social platforms like TikTok amplify these trends, with hashtags such as #Y2K boasting 2.8 million videos and filling feeds with braided hair, UGG boots and low-rise cargo pants.

Successful nostalgia marketing examples

Here are a couple of examples demonstrating the power of nostalgia marketing.

HelloFresh’s Friends-inspired trifle kit

This Thanksgiving, meal prep delivery service HelloFresh cleverly combined nostalgia with humour by launching a limited-edition kit of Rachel Green’s infamous ‘meat trifle’ from Friends.

In the episode — originally aired in 1999 — Rachel accidentally combines recipes for trifle and shepherd’s pie, resulting in an unusual combination of ingredients. (To quote fellow Friends star Joey, ‘Custard, good. Jam, good. Meat, good.’)

The campaign was perfectly timed for Thanksgiving, as well as celebrating the 30th anniversary of the beloved sitcom, tapping into the nostalgia of one of TV’s most iconic and ‘90s-tastic shows. It captured the attention of Friends fans, quickly selling out.

The Barbie Movie phenomenon

The Barbie movie’s marketing campaign turned nostalgia into a cultural event. Leveraging the iconic doll’s legacy and worldwide nostalgia for a favourite childhood toy, it garnered an astounding 13 million online searches in the month leading up to its release. TikTok exploded with over 545 million views of #barbiemovie2023, and the film grossed $1.45 billion globally.

How to use nostalgia in your marketing campaigns

Want to use nostalgia in your next marketing campaign? Here are 7 strategies, straight from the experts, to ensure your nostalgic marketing campaign strikes the right balance.

1. Know your audience

Different generations relate to nostalgia in different ways. To connect, you need to understand the cultural memories that matter most to your audience.

For example, Millennials might reminisce about playing Pokémon on their Game Boy, while Gen Z may feel nostalgic for Snapchat streaks from their early teens.

Research your audience's age, hobbies, media habits, values and behaviour to uncover shared cultural references. Personalising your campaign with these insights builds relevance and connection.

2. Timing is everything

Just as we’ve seen with HelloFresh’s Thanksgiving trifle, launching your campaign around significant events, such as anniversaries or holidays, amplifies its impact.

3. Leverage your brand’s history

If your brand has a long and well-established past, use it to your advantage. Remind customers of their experiences with your brand over the years, such as through re-releases of old products and designs.

4. Blend the old with the new

Nostalgia shouldn’t feel outdated. Incorporating modern trends alongside retro elements keeps your campaign fresh and relevant.

5. Use social media

Social media is a powerful tool for nostalgia marketing, offering the perfect platform to connect with diverse demographics. Using social listening and feedback channels can help you understand how your audience feels about your brand, enabling you to craft campaigns that resonate.

6. Use indirect references

Nostalgia doesn’t always require direct use of iconic symbols, which may be licensed or copyrighted. Instead, you can evoke familiar feelings by incorporating subtle nods to the past, such as fonts, fashion or visual styles.

One example of nostalgia marketing used in this way is Coca-Cola’s ‘History of Celebration’ ad. The campaign looks back on how Cameroonian football legend Roger Milla’s iconic 1990 World Cup goal went on to influence the celebrations of other footballers across the world.

7. Stay true to your brand’s values

Nostalgia marketing shouldn’t be used as a gimmick or by hopping on a throwback trend that doesn’t make sense within the context of your brand. Nostalgia marketing is most effective when it aligns with your brand’s core values and avoids excessive sentimentality.

Potential pitfalls of nostalgia marketing

Nostalgia marketing is a powerful tool, but it’s not without risks. Missteps can alienate audiences or diminish a campaign’s effectiveness.

Here are some of the challenges of nostalgia marketing — and how to navigate them.

Throwbacks might be too long ago for people to remember

Nostalgia tied too strongly to an older era can confuse or exclude many demographics.

For example, a Super Bowl ad reviving a 1960s JFK campaign left many viewers disengaged as the reference lacked relevance for most, and it received backlash in the media and public sentiment.

Nostalgia alone is not enough

While nostalgia sparks emotional connections, it rarely works as the sole focus of a campaign. Successful branding combines nostalgic elements with tangible benefits and contemporary relevance.

For instance, research shows that ‘brand love’ — built through trust and multi-dimensional messaging — is a more effective driver of consumer behaviour than nostalgia alone.

Every generation is different

Understanding generational nuances is essential to a successful nostalgia marketing campaign. What evokes fond memories for Boomers might feel outdated to Millennials or Gen Z.

It’s likely you’ll see the most success from tailoring your campaign to a specific generational segment rather than going for universal appeal.

That being said, there are examples of nostalgia marketing campaigns cleverly resonating across age groups.

One example is the relaunch of Mad Libs as an interactive mobile app. With over 6 million downloads, it appeals to Boomers and Gen X through fond memories while engaging Millennials and Gen Z with playful, tech-forward features, demonstrating appeal across generations.

Every culture is different

Consider cultural nuances when targeting audiences. Customers from different backgrounds, origins, and life and cultural experiences react differently to references.

For example, while those deeply rooted in UK culture may react positively to ‘90s references like SMTV, Woolworths pick ‘n’ mix and Blue Peter, it’ll have little bearing for those originating from other countries.

Measuring the success of nostalgia marketing

To evaluate whether your nostalgia-driven campaign is hitting the mark, you’ve got to track the metrics. These insights not only show how well your campaign is performing but also help you refine future strategies. Here are the most critical areas to monitor.

Engagement rate

Engagement metrics reveal how audiences interact with your campaign, demonstrating how much emotional connection your audience feels with your nostalgic messaging.

Are they liking, commenting and sharing your social media posts? Dive into native social apps to track these actions for social media.

For website content, use analytics tools to assess time spent on pages and click-through rates to other content.

If your campaign involves video, platforms like YouTube provide insights into comments, views, likes and subscribers.

Brand sentiment

Brand sentiment reflects the emotional response people have toward your campaign and brand. Positive shifts in brand sentiment can indicate your campaign is striking the right nostalgic chord.

Analyse customer feedback, social media comments and third-party reviews to gauge this collective feeling. For a deeper understanding, consider sentiment analysis tools to track how perceptions are trending over time.

Traffic and conversions

Monitor customer journeys to see how your campaign influences actions. Metrics like clicks and conversions offer a clear picture of how well nostalgia translates into tangible results.

Are paid ads leading to traffic, leads and sales? Are social media viewers clicking through to your website or bio link? For blog posts or landing pages, check if visitors are engaging with your calls-to-action (CTAs) or leaving without taking further steps.

Tools like Wide Angle Analytics enable you to measure these performance metrics while respecting user privacy, ensuring compliance and trust.

Balancing memories and modernity with nostalgia marketing analytics

Marketing isn’t all about the latest up-and-coming trend. It’s also about looking back and remembering a shared history, such as ‘90s fashion, noughties TV shows and presents of Christmas past.

In doing so, nostalgia marketing offers a unique way to forge emotional connections by tapping into cherished memories and shared cultural experiences. When used thoughtfully, it can boost engagement, enhance brand sentiment and drive conversions across generations.

However, success lies in balancing nostalgic elements with modern relevance, ensuring campaigns feel authentic and inclusive. By tracking key metrics like engagement, sentiment and conversions, you can refine your approach and measure impact effectively.

With tools like Wide Angle Analytics, you can gain performance insights while respecting user privacy, ensuring your campaigns are successful and building trust with your audience. Try a free interactive demo to get started.

FAQs

How has social media enabled nostalgia marketing?

Social media aids nostalgia marketing by creating a space for brands to blend past and present through timely, shareable content.

Posts that evoke fond memories often perform well, encouraging users to react, comment and share, amplifying organic reach and impact.

Additionally, social media fosters a sense of shared history, connecting people over common memories. This strengthens audience engagement, making nostalgia a powerful tool for building brand loyalty and community connections online.