Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 500,000 cutting edge ideas.

How to Gain Consumer Engagement Through Nostalgia Marketing

Courtney Scharf
September 19th, 2012
As highlighted in many of Trend Hunter's Branding Trend Reports, consumer engagement can be supercharged with images and branding that invokes familiarity. This is the main reason for which nostalgia marketing has been so successful. Customers are not only comfortable, but also more receptive to this kind of branding, as it is less offensive than shock tactics and strikes a nerve that already exists.

The cultural connection to pop culture childhood items like Barbie dolls are especially strong, and has been the inspiration behind many successful campaigns. Artist Donna Anne proved that an association with a childhood toy can bring great amounts of attention with her Fantasy Dolls collection. She not only capitalized on the association with Barbie, but received even more praise for successfully remodeling the dolls to look like popular celebrities. Creating products with such a strong cultural connection is key to viral success, and this artist made the most out of her inspiration. What's particularly interesting about this example is that childhood nostalgia was mixed up with a bit of scandal, as the dolls were often provocatively designed. Adding controversy to an already audience-friendly project only elevated the success of this series.

LEGO is another childhood toy icon, and remains both relevant and pervasive in today's media. These customized LEGO figures, reinvented to reflect other pop culture characters, quickly went viral across the web, and proved that simply changing up the design or aesthetic of an already existing product can be a highly effective means to generating audience attention. Again, the familiarity with the product creates a connection that might not be possible with an entirely new idea or campaign. Recycling and innovating on already existing phenomena is a strategy that can really resonate with consumers.

Sure to continue to be a popular tactic in terms of consumer engagement, nostalgia marketing is an effective way to attract customers to a brand.