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‘90s nostalgia is everywhere, and brands are so here for it.

Monica Lewinsky, Pamela Anderson, and Jenna McCarthy have all made a comeback in recent campaigns.

Don’t get me wrong. We love a good throwback, especially when it means we can re-live simpler times. But with brands literally re-releasing old catalogues, and even clothing collections, when does ‘nostalgia’ become just plain lazy?

In today's newsletter:

• Are brands overdoing the '90s nostalgia marketing? (Old Navy & J. Crew are the latest to jump on the bandwagon—but when’s enough, enough?)

• Thursday takes the stigma out of dating apps (check out how this brand uses urgency to get their app users to act—not just scroll!)

• Trend plug - Sorry, was I loud?

• Ask the Editor - How do I get more followers without spending tons of money on video production? 

- Charlotte, Editor ♡

p.s. If you haven’t already, can you please take this 1-minute survey? We want to understand YOU better so we can keep improving YAP 👇👇👇

Nostalgia is a dirty liar that insists things were better than they seemed.

But it certainly works for marketing.

And it certainly works for the 30-year fashion cycle.

Which is why clothing brands are capitalising on the current hold that the ‘90s era seems to have on younger generations.

This year, clothing brand Reformation has revealed Monica Lewinsky as the face of their new campaign.

Fran Drescher – yes, the Fran – starred in fashion brand AMI Paris’s SS24 campaign.

Pamela Anderson has appeared in multiple campaigns for Proenza Schouler, Smashbox and Artizia. Jenna McCarthy and Carmen Electra modelled for SKIMS.

And now, Old Navy is the latest brand to tap into the reminiscence playbook and lean into this era as it celebrates its 30th anniversary.

The American retailer, part of Gap Inc., is throwing it back to its founding year of 1994 with a limited edition drop, and a 90s-themed party at NYFW.

This comes as part of the brand's efforts to reinvigorate and 'reassert [themselves] back into culture,' CMO Behnaz Ghahramani told ADWEEK. Old Navy announced a limited-edition '’94 Reissue Collection' of items from its opening year. This includes items such as baby tees, performance fleece, and tracksuits.

But is nostalgia marketing really that effective?

[Keep reading]

-Sophie, Writer

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Thursday Takes the Stigma Out of Dating Apps

'We met on Tinder!' – overused, typical, leaves room for judgement.

'We met on Thursday!' – totally normal response, totally normal day of the week, no questions asked.

It’s no surprise there's quite a bit of stigma and fear surrounding traditional dating apps.

Especially because of the over-abundance of horror stories that have come from users over the last decade.

It’s also no surprise that people are leaving ‘The Apps’ in hoards due to something called 'dating fatigue.' In case you're unfamiliar, this is a term used to describe the feeling of EXHAUSTION you get from relentlessly swiping through countless profiles. Because usually, that ends in no dates (and hours of your time wasted).

Then there’s the burnout from talking with too many people or getting stuck in-app talking but never meeting.

And I'm not just speaking from personal experience. The stats confirm the truth. Tinder, for example, has lost paid users for seven consecutive quarters.

These are the insights that led to the birth of a different kind of dating app – Thursday.

'What makes it different to the rest?' a weary crowd cries out.

Well, firstly, it only works one day a week. Guess which one?

[Keep reading]

-Sophie, Writer

Trend Plug - Sorry, Was I Loud?

Today's trend comes from a TikTok edit of the one and only T-swizzle!

In the clip, she goes full badass mode, saying, 'Like, sorry, was I loud? In my own house that I bought? With the songs that I wrote? About my own life?'

Now, the original video has been around since April. But the sound has recently experienced a resurgence, with people remixing Taylor’s lines with their own sarcastic apologies.

Examples include, 'Sorry was I cringe? With MY videos, on MY social media page, that YOU follow?', or 'Was I bragging? About something I've accomplished, after setting a goal and working towards it, instead of sitting around?'

How to jump on this trend:

Using this sound, lipsync the lines, 'Like, sorry, was I loud? In my own house that I bought? With the songs that I wrote? About my own life?' 

Add your own version of the lines as your onscreen text.

A few ideas to get you started:

• ‘Sorry was I too spammy? With my own videos, on my own page, that YOU follow?’

• ‘Sorry was I too loud? With my own voice, in MY meeting, that YOU’RE in?’

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

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Ask the Editor

Q - I'm trying to grow my social accounts but I currently have a very limited following. How do I get more followers without spending tons of money on video production? - David

Hey David!

I know it's tempting to think throwing money at a problem is going to solve it. But, when it comes to creating organic content, that's just not how it works. Plenty of brands and creators have built followings without pouring lots of money into content creation. Scroll Instagram Reels or TikTok and you'll see kids dancing in their driveway or creators lying in bed talking to their phone, some of whom have millions of followers.

I'm not saying you should put no effort at all into making high-quality content. But instead of thinking you need more money to pour into video production, you should be focusing on your strategy first. You should have a really clear idea of who you're talking to. What you want to get across to them. Why you're on the platforms you're on. What kind of content will connect with your audience.

Once you can answer those questions, start creating content in line with that strategy. You can slowly invest in equipment to making higher quality videos. But if you don't get the strategy right, that alone isn't going to help you grow.

- Charlotte, Editor ♡

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