King Kylie and the power of nostalgia
Nadia Al Hallak on why we're always obsessed with the previous decade
If you’ve been scrolling TikTok lately, you’ve probably seen clips from the Jonas Brothers’ recent tour. Fans lost it when Demi Lovato made a surprise appearance on stage, when Jesse McCartney hit us right in the 16-year-old ‘beautiful soul’ feels, and when JoJo had us shouting ‘Get Out, Right Now’ like we were breaking up with our imaginary high school crushes.
Social feeds were flooded with reactions, clips, and viral commentary. But why did it hit so hard? Because the Jonas Brothers, and the teams behind them, understood one fundamental truth: millennials crave a connection to their pasts.
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This wasn’t just a series of concerts. This is a masterclass in knowing what your audience wants: a good throwback.
And if we’re talking throwbacks, it’s only right to give an honorable mention to King Kylie.
To celebrate 10 years of Kylie Cosmetics, Kylie went full nostalgia mode: reviving the original lip kits and glosses, rocking iconic teal hair, dropping a new rap single… and, of course, where better to launch the relaunch than Snapchat, where it all began? (hello dog filter!) Instagram joined the time-travel party too, with Kylie Cosmetics wiping its feed clean and leaving just 13 images from the brand’s OG 2015 content with new campaign shots.
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Kylie’s marketing team deserves a standing ovation. They know exactly what they’re doing. The campaign feels like stepping into a time machine. Back into Kylie’s tumblr era.
And here’s the thing: nostalgia has never been more powerful. Millennials are entering ‘real adulthood’. Mortgages, bills, and responsibilities make our 16-year-old self clutch our backpack in horror. Revisiting the past is a way to escape, even if just for a few minutes, to a time when life felt simpler, lighter, and more magical.
For brands, nostalgia isn’t just a gimmick; it’s a strategic tool that can make campaigns memorable, shareable, and emotionally resonant. Tap into the right memories, and your campaign doesn’t just get seen; it gets felt.
So, what can we learn from all this? How should nostalgia be used?
Here are my tips as a social and influencer Strategy Director:
Collaborate with creators or talent that your audience already has a connection with. Familiar faces trigger memories faster than any ad ever could.
Think of nostalgia as a remix, not a copy-paste. Blend past and present in a way that feels fresh while still honoring the original.
Timing is key. Don’t throwback to something irrelevant. Align it with anniversaries or cultural moments.
Don’t force it. Nostalgia only works if it aligns with your brand’s identity and values. Forced throwbacks can feel hollow or, worse, cringey.
Lastly, remember that nostalgia isn’t one-size-fits-all.
Brands can leverage it in different ways: pop culture nostalgia with iconic music, celebrities, or viral trends; Personal nostalgia, tapping into life stages or shared experiences; or product nostalgia, reviving classic products or retro packaging.
Author: Nadia Al Hallak, Strategy Director, The Goat Agency
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