Roller skating is having a moment. From branded clothing collabs to the new Barbie movie, classic quads are blowing up everything from social feeds to TV ads this summer.
And now, with the news that Flipper’s Roller Boogie Palace (the UK’s incarnation of the legendary Hollywood skating venue) has launched lessons in London, I can officially live my childhood dream and learn how to skate like Martini’s iconic Roller Waitress.
Little did I know as a seven-year-old living in rural, sleepy Somerset that a model zipping around LA delivering drinks would spark a 30-year love of life on four wheels. I, for one, will be grabbing my Bauer Turbos and heading to the rink to perfect my moves – minus the drinks tray!
The roller disco reboot is my favourite of all the nostalgia marketing that’s been happening over the last couple of years. The chaos of recent world events has seen us longing for simpler times, for familiarity, comfort and security, and brands are using that hook to deliver some great creative with a fresh, authentic twist.
Flashbacks of the 80s, 90s and noughties are everywhere right now, with younger Gen Zs (born between 1996 and 2010) driving the trend. In fact, 82% of Gen Zs said that they seek out content specifically to feel nostalgic. Whether its Y2K fashion or classic 80s tunes in hit TV shows, the past is where it’s at. At the time of writing, the Y2K hashtag on TikTok has had 17m views in the last seven days alone.
If you want to tap into the nostalgia trend with your own content marketing, remember these key takeaways:
- Know your audience – what feelings and emotions does your brand evoke? Is it the same for everybody? Consider cross generational and cultural differences when planning any nostalgic content and try to make campaigns as inclusive as possible.
- Show your relevance – if your brand is well established you’ve probably been solving customer pain points for years. But how have those pain points changed over time and how has your brand evolved to meet them? A good evolution story gives you the opportunity for some nostalgic content whilst proving your relevance today (and this works for sectors far beyond fashion, beauty, and lifestyle).
- Be authentic – being nostalgic alone isn’t enough. Make sure the content links back to your current brand values in a meaningful and authentic way.
What’s your favourite example of nostalgia marketing?