Social listening can help brands create nostalgic marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2021, 2:18 AM UTC

Create Throwback Thursday #TBT campaigns with old creatives on social to elicit a sense of nostalgia.

Nostalgia marketing, which helps evoke consumers' positive memories using brand communication can help businesses entice customers and build affinity. Leverage social media listening to learn more about what people are saying about your brands and create resonant, nostalgic marketing strategies.

To design nostalgic campaigns that not only serve old customers, but also brings in new ones, consider factors like the target audience's age, interests, and more. Monitoring social media conversations further allows brands to revive old or discontinued products by popular demand.

For example, following public demand on social media, McDonald's brought back the Hi-C Orange Lavaburst drink, which initially appeared on the menu in 1955. However, striking a balance between nostalgic content and new emerging trends is recommended to avoid forcing either.

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