#SEJThinkTank: Why Nostalgia Works in Marketing

@wonderwall7#SEJThinkTank


● 7 years of marketing and PR experience● 11 years of journalism and editing experience● Responsible for SEJ’s entire content strategy to

drive traffic & increase community engagement

What is Nostalgia in Marketing?

Nostalgia in Content

Nostalgia & Social Media



• Adults feel a great connection to their teenage years because our brains were still developing then, so emotions are stronger• Childhood also usually means no

responsibilities• Nostalgia can be triggered during life

transitions


• Nostalgia has been proven to be a coping mechanism during times of stress, loneliness, and hardships• After hearing their favorite songs from 20 years

ago, study participants said they felt more loved and that life is worth living.


Brands from Pepsi to Nike are using past logos and designs, calling them retro or throwback.


● 90s Style is Back In● People love to reminisce about their

childhood and teen years. ● Pull marketing ideas from when your target

market was 6-16 years old.


● There was an IndieGogo campaign to buy a $4000 billboard near Coke’s headquarters to bring Surge back.

● Coke now sells cases of it on Amazon for $35/12 pack


Poll #1

Have you ever used nostalgia themes in your marketing?

A) YesB) NoC) No, but we want to



Incorporating nostalgia or history in your content can:● Write content in a fun way that

can increase engagement and social sharing

● Forge an emotional connection with the audience

● Showcase your company’s history






● Women’s lifestyle blog Bustle welcomed the summer with 90s music videos embedded into the post.

● This brings their target audience back to fun summers, years ago.


Poll #2

Do you think nostalgic content is effective?

A) YesB) NoC) It depends on the industry



Nostalgia can be used for new content, as well as simply sharing old content.

● Look for industry videos you could share in a blog post

● Old company archives are great resources


● Photos should be the main focus of all content and social media posts


Comb the Company Archives:

The NYT has an archive Twitter profile that shares past news stories and photos of their coverage of current events.


Create Events That Are Begging to be Shared on Social Media and Elsewhere Online.

Via @Ethan_Bryan


In addition to posting content from the past, consider creating your own content


In addition to posting content from the past, consider creating your own content


Infographic via Host Gator

Poll #3

Does nostalgia marketing work better for content or social media?

A) ContentB) Social MediaC) Both


In Content and Social Media● Nostalgic content is best created by the

people who lived in the decade you are recalling

● Utilize current events, holidays, and trends to build content as a flashback

● Consider your audience and create content surrounding their elementary and high school years @wonderwall7

#SEJThinkTank

In Content and Social Media● It has to fit your niche or else it will seem like

newsjacking ● It needs to be unique to your company; don’t

copy what’s already been done.


1. Nostalgia makes your audience connect with you2. Nostalgia in Content is an great way to drive

traffic and engagement3. Don’t make nostalgia cheesy or that you try too

hard


@wonderwall7

/in/kelseychildress

+KelseyJones

#SEJThinkTank

Sponsored by Page One Power

#SEJThinkTank: Why Nostalgia Works in Marketing

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