Harnessing Nostalgia: A Winning Formula for Your School’s Marketing Campaigns
“Nostalgia: it’s delicate but potent,” said Don Draper in Mad Men, perfectly encapsulating the emotional power of reminiscing about the past. Draper’s pitch for Kodak’s iconic slide projector wasn’t just about selling a product—it was about evoking a feeling. Today, that same principle fuels some of the most successful marketing campaigns across industries. With #nostalgia racking up over 50 billion views on TikTok (TikTok, 2024), it’s clear that the past has a powerful hold on the present, capturing attention and connecting audiences through shared memories.
Nostalgia marketing has proven to be a particularly effective strategy, blending familiarity with innovation to strike a chord with consumers. From ongoing campaigns to seasonal initiatives, brands are tapping into the emotional resonance of “the good old days” to drive engagement and build loyalty. But how can schools leverage this trend to showcase their unique value and create deeper connections with their communities?
One prime example of nostalgia marketing in action is Pepsi's #ShowYour90s campaign, created for the re-launch of Crystal Pepsi. This campaign aimed not only to bring Crystal Pepsi back to life but also to revive the shared memories and cultural touchpoints of the 90s (Marketing Dive, 2020). Through nostalgic cues like iconic 90s imagery, music, and a call to share personal throwbacks, Pepsi tapped into a collective sense of familiarity and fun. What this campaign achieved was far more than product promotion—it drove brand engagement by creating a shared connection among its consumers, encouraging them to relive their past while forming an emotional bond with the brand. By leveraging nostalgia, Pepsi transformed a simple product re-launch into a cultural moment that resonated deeply with audiences across generations, proving how effectively emotional marketing can inspire loyalty and participation.
For schools, leveraging nostalgia requires a strategic focus on meaningful traditions and shared experiences unique to their culture. A compelling example is the International School of Beijing (ISB), which recently shared a post documenting their annual school walk—a tradition that evokes strong feelings of belonging, pride, and connection. As an alumnus of ISB, I remember participating in this event as a child, albeit on a different campus. Seeing this tradition continue, despite changes in the physical setting, struck a chord with me, reinforcing the timeless impact of shared experiences.
This tradition serves as a powerful touchpoint, resonating not just with current students but also with alumni who carry fond memories of it. By celebrating such traditions, schools can evoke feelings of connectivity, inclusion, and community. Events like international festivals or parades highlight the enduring value of shared experiences that create a lasting bond with the school. Nostalgia isn’t just about looking back—it’s about reinforcing a timeless sense of identity and belonging that unites school communities across generations.
Building on this concept, schools could amplify nostalgia by encouraging alumni and current students to participate in storytelling initiatives. For instance, schools could create a campaign around shared moments, such as an international parade, by inviting participants to share flashback photos or core memories inspired by the event—whether it’s the pride of carrying their home country’s flag, the joy of wearing traditional attire, or the camaraderie of walking alongside friends from around the world. Using a hashtag like #ISBParadeMemories could further foster intergenerational connections while celebrating the school’s legacy.
Such campaigns not only remind alumni of their connection to the school but also showcase the vibrant, inclusive culture that defines the student experience today. By tying personal memories to a larger narrative, schools can reinforce their legacy, create new engagement opportunities, and ensure their communities remain connected across time.
References:
TikTok. (2024). Trending hashtags: #nostalgia. TikTok Analytics.
Marketing Dive. (2020). Pepsi taps into nostalgia with #ShowYour90s campaign. Retrieved from marketingdive.com