In recent years, a large number of "time-honored domestic brands" such as Pechoin and Huili have returned to the public's attention with their unique nostalgic marketing, which has also allowed companies to see the huge commercial value of nostalgic marketing.
However, for most people, nostalgia marketing seems to be only suitable for "old brands", because it seems that only old brands can be "old". If you think so, then I would like to ask, why can the young brand "Jiang Xiaobai", which has only been launched for 5 years, quickly gain fans by relying on nostalgic copywriting?
Maybe you think this is an example. Sorry, some foreign scholars conducted content analysis on more than 1,000 commercial advertising samples and found that most advertising themes contain nostalgia elements. The average time of using nostalgia is It accounts for more than 10% of the total advertising time, which fully demonstrates that nostalgia is a common tool in marketing.
Why do we feel nostalgic?
If you want to know how to effectively tap the nostalgic meaning of a brand, you must first understand why we are nostalgic?
Nostalgia refers to an individual’s desire for the past. The object of desire can be a person, a thing or a place in the past, and is more often associated with the warm past, happy childhood, etc.
Although some happy moments, such as anniversaries or chatting with friends, will trigger our tendency to nostalgic, a large number of studies have shown that negative emotions such as stress, fear, and dissatisfaction are more likely to trigger nostalgia, that is, Escape nostalgia.
Modern people live a fast-paced life with excessive pressure, so they need this kind of short escape to relieve stress. Nostalgic movies such as "Those Years" and "To Youth" have become very successful because they meet people's needs.
How can old brands be nostalgic?
There are usually two types of nostalgia for old brands: 1. Consumer-centered, recalling the past usage scenarios of the product to increase intimacy; 2. Product-centered, showing the brand history and increasing trust .
1. Consumer-centered
1) Authentic nostalgia
For consumers who have used the product in the past, recalling the real use in the past The scene can easily arouse consumers' screams, but it should be noted that consumers do not simply miss the product, but the emotions related to the product. The focus of marketing must be on "emotion".
For example, in the classic advertisement of Southern Black Sesame Paste in 1990, "When I was a child, I could no longer sit still when I heard the cries of sesame paste." It evoked consumers' feelings about their childhood. Nostalgia for family affection.
The copywriting of Jai Alai’s basketball shoes evokes the memory of youth:
2) Simulated nostalgia
Simulated nostalgia refers to the consumer experience through history and literature Wait for channels to indirectly miss the past.
For example, the "Forever Air Force" advertisement for Titus watches is set during World War II. It tells the story of a newly married couple who are about to die due to the war. Recently, the husband gave his wife a Titus watch engraved with "Eternal Life". At the same time, the only copy in the entire advertisement sounded: "It doesn't matter if it lasts forever, only what you once had." This copy has also become a classic that has been praised by the public.
Although most consumers have not experienced World War II, the movie-like display method allows consumers to have a strong sense of immersion (similar to the sense of immersion we usually have when reading novels and movies). For this This poignant love story empathizes with others, and then connects the product with "love".
2. Brand-centered
1) Collective nostalgia
Collective nostalgia is the nostalgia for culture, country, and a certain period of time. Domestic time-honored brands are very suitable Use this method to inspire the public’s national sentiments, such as:
Old domestic products, new fashion (Huili)
30-year national brand (Dabao)
Oriental beauty Look at mine (Pechoin)
2) Analog nostalgia
Different from consumer-centered analog nostalgia, the main purpose of product-centered analog nostalgia is to showcase brands and products , consumers’ sense of substitution is not as strong as the former, and is generally used during brand anniversaries.
If you don’t have enough sense of immersion, you can only rely on creativity. For example, in Oreo's 100th anniversary advertisement, Oreo used its own product (Oreo biscuits) to creatively display milestone events that are familiar to consumers over the past century, which not only showcased the product, but also evoked consumers' memories. , and, through excellent creative design, encourage consumers to spread spontaneously.
Left picture: 1930, football entered the world stage; right picture: 1969, man first landed on the moon
For example, Sony’s poster paying tribute to world-class music masters, Sony headphones Creative DIY is lively and interesting, and it also deepens the connotation of the product.
Left picture: Michael Jackson; right picture: Mozart
Old brand nostalgia requires special attention to combine old forms with modern elements, otherwise, it will be easy to It gives people an "earthy" feeling.
For example, the reason why Jai-alai shoes have become popular again is largely due to the love of European and American fashionistas and domestic first-line stars. Hui Li has also been very successful in upgrading its brand. The product display models are all fashionable young people, and many Internet popular words have appeared in the copywriting, such as "mensao", "house", "lang", "diaotiao", etc. .
Pechoin's "rejuvenation" is even more thorough. Pechoin's advertising covers almost all creative types that young people are interested in, such as the spoof "As the Saying is Good" and the one-shot " Against Time", "Life is Like a Box", the anime-style "Beautiful Face", and even opened its own special homepage on the two-dimensional gathering place "Bilibili".
How does the new brand feel nostalgic?
It is relatively difficult for new brands to use nostalgia marketing, because the brand itself has no "old" to be nostalgic about, and there is no "old" to be nostalgic about between the brand and consumers.
However, new brands can use nostalgia marketing to increase their emotional value. For example, the copywriting of Eslite Bookstore (although it has a history of more than 20 years, its nostalgic marketing method is also suitable for new products) reveals a strong nostalgic temperament, encouraging people to slow down their pace of life and return to the simple life of the past:
Leave the meeting and discover the joy of quietness,
Leave the strategy and discover the joy of creativity,
Leave colleagues and discover the joy of peace,
Leave The right to discover the happiness of safety,
leave the Internet and discover the happiness of ignorance,
leave the keyboard and discover the happiness of writing,
leave the dinner party and discover the happiness of delicious food,
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Leave the office and discover the joy of a new situation.
This kind of marketing method enables Eslite Bookstore to gain the hedonic value of "simple happiness" and is no longer just a place where books are sold.
Jiang Xiaobai’s early copywriting successfully created the image of “youth wine” through nostalgia for youth, which also gave his products a richer emotional value:
Upon graduation
We made an appointment to meet again in a year
To meet again
But we are already nearly three years old
Summary
Some happy moments, such as anniversaries or chatting with friends, will trigger our tendency to nostalgic, but a large number of studies have shown that negative emotions such as stress, fear, and dissatisfaction are more likely to trigger nostalgia, that is, avoidance nostalgia. Modern people's lives are fast-paced and stressful, so they need this kind of short escape to relieve stress.
There are usually two types of nostalgia for old brands: 1. Consumer-centered, recalling the past usage scenarios of the product to increase intimacy; 2. Product-centered, showing the brand history and increasing trust .
It is relatively difficult for new brands to use nostalgia marketing, because the brand itself has no "old" to be nostalgic about, and there is no "old" to be nostalgic about between the brand and consumers. However, new brands can use nostalgia marketing to increase their emotional value.
PS: Sister Chen is a new media teacher at the university. Every week, Sister Chen will rethink a new media issue, combining professional knowledge from psychology, communication, marketing, management, sociology and other disciplines to explore systematic and effective new media operation templates.
PPS: I have entrusted the "Rights Protection Knight" to carry out rights protection actions for my article. If you need to reprint, please contact Sister Chen for authorization. Plagiarism will be corrected.