The Nostalgia Effect explains why people spend more when they remember their past. Researchers found that nostalgia fills people with a sense of connection and belonging, and those feelings fulfill basic human needs. Consequently, in those moments people tend to view money as less important and desirable. Marketers can use nostalgia by modernizing icons or imagery from the past, using storytelling to evoke desired emotions, or by tapping into throwbacks that Millennials or Gen Z would love.

In the ever-evolving landscape of social media marketing, TikTok has emerged as a powerful platform where brands can achieve viral success almost effortlessly. This phenomenon is not just about catchy dances or trendy challenges; it’s about how brands can leverage organic user-generated content to boost their visibility and sales. The article explores how four distinct brands capitalized on viral moments on TikTok, showcasing the importance of being responsive and engaged with their audience. Dr. Scholl’s, a brand traditionally associated with orthopedic footwear, found itself unexpectedly thrust into the spotlight when a TikTok creator showcased their stylish and comfortable sneakers during a European vacation. The video garnered millions of views, leading Dr. Scholl’s to quickly adapt by featuring the viral content on their website and launching new styles to meet the newfound demand. This response not only capitalized on the viral moment but also connected the brand with a younger audience. Stanley, known for its durable drinkware, experienced a viral moment when a TikTok video showed a Stanley cup surviving a car fire, still containing ice. The video went viral, amassing nearly 100 million views. Stanley’s marketing team responded promptly, with the CEO personally reaching out to the creator, showcasing the brand’s commitment to its customers. This engagement not only reinforced the product's quality but also solidified Stanley’s position as a must-have item, especially during the holiday season. The literary world also saw a viral success with the book "Pumpkin Spice Café," which gained traction on TikTok through aesthetically pleasing videos. The book, initially released a year prior, suddenly became a bestseller as TikTok users shared their love for it. The publisher capitalized on this momentum by creating a special edition and engaging with fans, ensuring that the book remained in the spotlight and continued to attract new readers. Lenox, a fine china company, experienced a revival of its Spice Village collection, which had been rediscovered by Gen Z. Fueled by nostalgia and the cottagecore aesthetic, videos showcasing these ceramic spice holders went viral, leading to skyrocketing resale prices. Instead of missing out, Lenox reintroduced the collection, effectively re-engaging with a new generation of consumers. Their strategic marketing efforts included building an email list for pre-orders and maximizing media coverage, ensuring they capitalized on the trend. Across these examples, the common thread is the brands' ability to listen to their audience and respond nimbly to viral trends. They demonstrated active social listening, engaged with their communities, and made swift decisions to leverage their newfound popularity. This approach not only helped them sell more products but also allowed them to connect with younger audiences in meaningful ways. In conclusion, the success stories of these brands illustrate the importance of being attuned to social media trends and the power of user-generated content. By embracing the unexpected and engaging with their audiences, these brands have not only survived but thrived in the fast-paced world of TikTok marketing. Future marketers can learn valuable lessons from these case studies, emphasizing the need for agility and responsiveness in their strategies.