Back to the past is the snake of insight

With the development of mobile technology, the reality of internet and consumer life overlap more and more high, and this overlap caused the consumer groups gradually "based on interest" to fine differentiation, for example, from TV dramas alone, the United States drama, British drama, Japanese, Korean dramas, TVB, Taiwan drama, the mainland drama, each subdivision of the crowd have different pursuit and taste. When marketers try to look for an insight based on "most" target audiences, they find that their difficulties are growing exponentially.

How can marketers look for a "balm" insight from the intricacies of consumer life?

As our audiences grow older and their social networks become more sticky, there is a feeling that permeates all of the population (not haze).

So the answer is to go back to the past!

If you look at the current social networking content, it will be found that the "nostalgic" theme of the content has a stable response and the crowd, radical populism in the memory of the former Aeolian, as the backbone of the memories of the childhood housing prices; A positive response to nostalgic content ... 99% of consumers will think that their life is not perfect, in the role of self-cognitive balance, we will "beautify the memory" way to balance their experience of life.

Therefore, in the memory of consumers to insight, with nostalgia means to achieve brand and consumer interaction, has become a lot of brand choice. Below share several in different platform each has the emphasis nostalgic marketing case, together with everybody discusses.

1, the public car based on nostalgic integrated marketing "Fanwagen"

In an effort to address the problem of too few Facebook fans, Volkswagen launched a "Fanwagen" campaign, pushing fans to vote on two cars (similar models can be referenced shortly before) by shoving two of its star models into social networks in the 20 's. KFC Fried Chicken PK "), custom modification and works to share. In the second stage, VW decided to convert its fans ' customized version of virtual Volkswagen into a classic new car that fans wanted, eventually giving a loyal fan trophy to a veteran fan who participated in the custom event.

The whole campaign to nostalgia as the breakthrough point, from the online topic discussion, the customization of the fans to participate in the implementation of the offline to create hot spots, and eventually returned to the network to news hot form again spread, throughout the whole.

2, Nokia promotional film-About photography memories

The case is based on a nostalgic social network integration marketing, and Nokia's new promotional film is a simple nostalgia for the spread of the means.

We know that Nokia has been trying to find a breakthrough in the mobile phone photography crowd after losing out on the smartphone battlefield. After abstracting and stripping the advantages of Nokia's mobile phone photography, "photography → photos → nostalgia" became a good communication decision.

3. Coca-Cola returns to mainland China-wakes up the memories

Chinese consumers have more consistent memories than foreign countries, making it easier to resonate between the brand and consumers. Coca-Cola China's "35 anniversary of the return of Coca-Cola", the theme of nostalgia on a number of platforms launched a series of interactive communication.

From the micro-boping platform # Memories of the Taste # Interactive discussion, to the micro-trust platforms to explore the brand's own history of storytelling, and then to the watercress station to call fans recall UGC, Coca-Cola China has successfully formed a social network between the brand and consumer emotional circuit.

4, six God toilet---short memory

The top 3 cases are either digging through the history of the brand itself or looking for consumer empathy from USP to gain insights from the long-term memory. Similarly, the opening of the "Nostalgia phenomenon" interpretation, consumer short-term memory will also be due to the environment changes-winter consumers will forget the hot summer, in the winter Miss "by the cold landscaping" memory. Six Gods of toilet waters based on this insight, around the consumer memories of the summer, launched a series of anti-seasonal virus video.

Conclusion

If you have two consumers, you may be able to see a lot of directions to resonate with them; if there are three, the direction may be less, and if there are thousands of tens of thousands of consumers, finding the "easy to tune" insight becomes even harder.

When your decision principle is "spread over depth", it is an efficient and convenient marketing strategy to follow the consumer's memory. And the spread of the breadth and depth there is no absolute conflict, from the above to share a few cases, the integration of a variety of marketing means (tactics), phased transmission or multiple platforms to spread the way, can also achieve the brand needs of the spread of depth. Nostalgic marketing may not achieve the full net effect, but can do a good job for this goal. Because of its efficiency and universality, as a marketing tool in a stage, a platform, a group, integration in your campaign is indeed a good choice.