Lead: Cyndi Wang became popular because of Love You, KFC's A Duck Is Hard to Find, and Liu Yifei's Chinese Dream Record. Nostalgic marketing under the new traffic outlet has repeatedly poked users, and its influence can be seen. How does Xiaohongshu brand impress users through nostalgic marketing? Old brands, new ways of playing, new brands, old routines, let the brand out of the circle through the east wind of nostalgic marketing. 1. The unique charm of nostalgic marketing triggers * * * stimulation to buy through nostalgic elements and symbols. What is nostalgic marketing? Nostalgic marketing: In marketing activities, consumers are endowed with some nostalgic elements to stimulate their nostalgic feelings and arouse the same memory symbols in their memories, thus triggering the purchase tendency. Why do some people like nostalgic marketing? Brand marketing guru Martin Linster Long once said, "After all, in my memory, everything in the world looks just right-stable, contented, interesting, protected and shining". At present, the economic growth rate is slowing down and the external environment is unstable. People heal themselves and relax themselves through nostalgia, which also makes this year's nostalgic marketing achievements eye-catching. From Cyndi Wang's "Love You" and the re-release of the Jay Chou concert, to KFC's "Magic Brainwashing" and Liu Yifei's "Chinese Dream", high-quality nostalgic marketing has hit users' minds again and again, attracting the attention and participation of users all over the network and becoming a phenomenal marketing case. Through nostalgic marketing, users will have the psychology of loving my house and my dog, which will react on the brand and deepen its exposure, reputation and trust. This is the unique charm of nostalgic marketing. So how does the little red book brand win the favor of users through nostalgic marketing? First of all, after searching for keywords such as "retro" and "nostalgia" through hot search tools, we can see that the nostalgic feelings of users of Little Red Books are mainly concentrated in snacks, marriage, clothing, cosmetics and other industries. Then, new brands or old brands in these industries can formulate supporting nostalgic marketing strategies and strive to promote brands. Pictures, fruits, collections, thousands of melon data-hot search words search finishing II. The new game of nostalgic marketing of old brands should be based on feelings, and the new and old brands themselves should have time to precipitate. The public has a certain understanding of the brand and has a natural advantage in nostalgic marketing. Time-honored brands can make use of their classic explosive products, take feelings as the foundation, amplify nostalgic symbols, awaken users' memories of the beautiful parts of the brand, combine the current consumption hotspots, carry out younger expression, carry out secondary innovation on nostalgic elements, broaden the breadth and width of nostalgic feelings, and make the time-honored brands glow with youth. At the same time, under the impetus of specific marketing festivals, the nostalgic effect has doubled, which not only meets the emotional needs of users, but also realizes the deep planting of brands. Case sharing: Want Want Xianbei's nostalgic marketing note title: "Carry Xianbei, always be a mother's baby", taking Xianbei as a symbol carrier and classic packaging of nostalgia, instantly pulling users back to childhood and awakening users' good memories of Xianbei; Keep up with holiday hotspots, bring Mother's Day holiday blessings and win the favor of users; The novel and interesting Xianbei bag grafted Wangwang from the snack brand to the innovation of fashion collocation, which made users shine at the moment, thus causing fans to comment and follow suit. Judging from the dissemination effect of the notes, the reading volume of the notes is 64,400 higher than its average level, with an increase of 2,965,438+0.70%, and the praise and collection comments are far higher than the average level. At the same time, we can see that blogger Yang Xiaoxiao Mia spontaneously copied Wangwang Xianbei Bao, and skillfully combined with the hot spots of Children's Day, the dissemination effect of notes is far higher than the average level of experts, and the effect is gratifying, which proves this point again. Figure, Fruit Set, Thousand Melons Data-Analysis of Brand Notes III. The new brand is nostalgic and the old routine reproduces the classics, and the IP joint name allows the new brand to play nostalgia. For new brands, nostalgia is only a means of brand marketing, and the continuation and deepening of brand concept is the core. This requires the new brand to find the * * common ground between retro elements and product characteristics when carrying out nostalgic marketing, which can not only meet the daily promotion tone of the new brand, but also trigger the inner feelings of consumers through the collision between the two. Nostalgic marketing of new brands, two common old routines: 1. With the help of nostalgic symbols consistent with brand tonality, classics are created and reproduced through immersive nostalgic marketing scenes, so that users can gain group recognition through collective memories and complete perceptual grass planting in a subtle way; 2. Through cross-border joint branding with old brands with nostalgic elements, find out the combination points between brands, stimulate users' attention and discussion through new chemical reactions between brands, form a new round of communication memory points, and promote the brand to win. (1) immersive marketing scene creation, replica classic case sharing: YSL 1966 retro lipstick label YSL, as an imported brand, does not have the nostalgic attribute of domestic consumption, so the brand side found another way, taking Hong Kong-style retro makeup in the 1980s as the carrier of nostalgic marketing, brainwashing the brand by putting in a lot of KOL-style retro makeup, and restoring retro and YSL 6544. The digital little red book comes from blogger Li _ "The world is rich and beautiful! In the notes of "Hong Kong-style Makeup Essence", we can see that bloggers share Hong Kong-style makeup teaching and implant ysl 1966 lipstick in soft clothes for promotion. The comment hot word top 1 is lipstick, indicating that users have invisibly accepted the brand's planting grass. Data of pictures, fruits, collections and thousands of melons-analysis of popular notes. This method is also commonly used in the wedding industry. Through the search of the keyword "wedding dress retro", it is found that most brand notes reproduce the wedding dress style of parents in the 8090s to the greatest extent, and through this nostalgic element, users are awakened to the yearning for the romantic marriage of "slow horses and chariots, only one person in their life" in that era, and soft grass planting is completed. Photos, Fruit Collection, Thousand Melons Data —— The blogger is Xiao Wei. He shared the same retro wedding photos of his parents in the 1980s through notes. Hot words such as "years, good-looking, like, retro and meaningful" frequently appeared, even without negative comments, which was unanimously recognized by the users of Xiaohongshu. Figure, Fruit Set, Thousand Melons Data —— Analysis of Notebook Hot Search Glossary (2)IP joint name, new and old brands work together to create nostalgic new and old brands. In nostalgic marketing, we can achieve the effect of planting grass through complementary advantages. Old brands can awaken users' memories with classic items that are well known to the public, while trendy products of new brands will add new vitality to old brands. The ip joint brand between them will produce new chemical reactions, which are both topical and spreading. Case sharing: Before Luckin Coffee X coconut milk's raw coconut latte was jointly signed with coconut tree, its raw coconut latte was a cutting-edge ace explosive product. On April 6, the sales volume of single products exceeded 100 million. From the comment cloud "Contribution, Participation, yyds", we can see that Ruixing fans love raw coconut latte. On the basis of the explosion of the original coconut latte, Ruixing found coconut juice with a brand history of 34 years to co-sign (and it is the first time that coconut juice has co-signed in 34 years). Famous for its coconut face value since childhood, ppt style design and packaging are deeply rooted in people's hearts as nostalgic elements. The collision of two different brands instantly detonated the whole network, causing users to be crazy. According to the backstage statistics of Fruit Set, during the joint signing period, Ruixing released 14 "Coconut Latte" notes, resulting in 12 explosive articles, with a total interaction of 125w W, which is also a very successful case of nostalgia+cross-border joint signing. Figures, Fruit Sets and Thousand Melons Data —— Analysis and Summary of Talent Search Notes: As long as people are keen on nostalgia, nostalgic marketing will not be out of date. Whether it is an old brand or a new brand, we should properly use nostalgic marketing and innovate through the combination of nostalgic elements, so that users can reproduce the beautiful experience of the past in the new situation, subtly accept the emotional value and brand concept endowed by the brand, actively pay attention to, interact with and participate in discussions, and finally push the brand out of the circle. The unique charm of nostalgic marketing, through nostalgic elements and symbols, awakens users' memories, triggers * * * sounds, completes planting grass in a quiet way, and stimulates purchases; Nostalgic marketing of time-honored brands: based on feelings, we should enlarge the classic items bearing users' memories, bring forth the old and bring forth the new, and express them in a young way in combination with hot spots, giving new vitality to the brand and giving new stimulation to consumers; The nostalgic marketing of the new brand, through the immersive nostalgic marketing scene, reproduces the classics, allows users to gain group recognition through collective memories, and uses the psychology of loving me and my dog to complete emotional planting and increase brand goodwill; Cross-border joint nostalgic marketing of new and old brands: find out the combination point between brands, produce new chemical reactions through the collision of brand styles, form a new round of communication memory points, and promote brands to win circles.