Brands Embrace Nostalgia and Narrative Content to Engage Modern Consumers
In an era where traditional advertising often falls flat, brands are increasingly turning to narrative-driven content to capture the attention of consumers. A recent example is Vera Bradley’s latest advertisement, titled “Most Perfect Couple,” which resembles a short film more than a conventional ad. This innovative approach aims to evoke nostalgia for the early 2000s, appealing to the brand’s original fan base, now in their 30s and 40s.
A Nostalgic Journey
The ad features comedy writer Kristen Mulrooney, who brings to life a fan fiction story she penned about actor Devon Sawa during her teenage years. By tapping into the cultural zeitgeist of the early 2000s, Vera Bradley hopes to rekindle the emotional connection its audience has with their first Vera Bradley bag. Alison Hiatt, the brand’s Chief Marketing Officer, emphasized the importance of creating positive emotional experiences rather than merely pushing products. “When you’re impacting people’s day in a positive way, that’s the bigger push versus the selling of an actual product,” she stated.
This strategy reflects a broader trend among brands and media outlets to create their own content rather than relying solely on influencers. Companies like Mary Kay and Alexis Bittar, along with publications such as InStyle and People, are producing narrative series aimed at engaging younger consumers. The goal is to entertain and connect, thereby fostering brand loyalty.
Adapting to New Media
The shift towards narrative content is largely driven by the changing landscape of social media. Platforms like TikTok prioritize entertaining and informative videos over traditional sales pitches. Leah Wyar, President of Entertainment, Beauty, and Style at People Inc., noted, “The rules have changed. You have to push the needle a bit.” This sentiment underscores the necessity for brands to adapt to the preferences of modern consumers, who are increasingly seeking engaging content rather than straightforward advertisements.
However, the challenge lies in ensuring that the content resonates with the target audience. For instance, E.l.f. Cosmetics faced backlash for a campaign featuring comedian Matt Rife, which failed to connect with its core demographic of young women. This highlights the importance of understanding consumer preferences and crafting content that aligns with their interests.
Engaging Gen-Z
For legacy brands aiming to reconnect with their original fans or attract younger shoppers, creating entertaining content is essential. InStyle‘s social media series “The Intern” exemplifies this approach, featuring influencer duo Grant Gibbs and Ashley Gill alongside the magazine’s real editor-in-chief, Sally Holmes. By putting the faces behind the brand front and center, InStyle fosters a more personal connection with its audience.
This strategy also benefits advertisers. Fossil, a watch and leather goods brand, sponsored the fourth season of “The Intern,” allowing it to engage with a younger consumer base while promoting its products in a relatable context. Melissa Lowenkron, Chief Brand Officer for Fossil, remarked, “Consumers are using social for entertainment. They’re not looking for an ad or a sales pitch.”
Tackling Brand Perceptions
Brands like Mary Kay are also using narrative content to address negative perceptions. Their new comedy series, “Miss Conceptions,” aims to counteract the stereotype that the brand is outdated or primarily for older women. By employing self-aware humor, Mary Kay seeks to redefine its image and connect with younger audiences. Candie Rodriguez, Vice President of Marketing and Sales Support for Mary Kay, stated, “We know that there are some negative perceptions about our brand, and we just want to own it.”
This candid approach not only helps to reshape brand perceptions but also introduces the brand to younger consumers. Mary Kay is leveraging social media by enlisting college ambassadors to share their experiences with the brand, further enhancing its visibility among younger shoppers.
Breaking the Fourth Wall
Narrative series also provide brands and publishers with an opportunity to offer consumers a behind-the-scenes look at their operations. People recently launched “The Fourth Wall,” a series that gives viewers insight into the magazine’s newsroom. Wyar described this level of transparency as a “massive shift,” noting that it was once unthinkable for a 50-year-old brand to allow cameras into its inner workings.
As consumers become more curious about the brands they engage with, companies like Danish fashion label Ganni are sharing videos of their employees’ daily activities. This level of openness is particularly appealing to skeptical Gen-Z consumers, who value authenticity and transparency.
InStyle has adopted a similar approach in its partnership with Fossil, openly acknowledging the sponsorship in its videos. This candidness has proven effective; when beauty brand Lancôme featured Y2K stars in a campaign for its Juicy Tubes lip glosses, the ad’s self-referential humor resonated with viewers, making it one of the brand’s most engaged videos.
The Future of Brand Engagement
While some brands may initially hesitate to adopt a more humorous or transparent approach, it may be essential for connecting with the new generation of consumers. Wyar emphasized that “people remember fun more than they remember a subtle hint at something.” This insight suggests that brands willing to take risks and embrace a more relatable persona may find greater success in engaging modern audiences.
Conclusion
As the advertising landscape continues to evolve, brands are increasingly recognizing the value of narrative content and nostalgia in connecting with consumers. By creating engaging, entertaining experiences, companies like Vera Bradley, Mary Kay, and InStyle are not only redefining their brand identities but also fostering deeper relationships with their audiences. In a world where traditional advertising often falls short, the future of brand engagement may very well lie in storytelling and authenticity.
