Building Brand Loyalty Through Nostalgia and Fandoms | Ilana Gelfand of The Walt Disney Company - Marketing Happy Hour

Ally and I sit down with Ilana Gelfand, Senior Manager, Global Social Strategy at Disney Consumer Products. With 12+ years of experience in marketing and social media, Ilana has led creative content and brand strategy for some of the world’s most popular brands, including Disney and Loungefly. We discuss Ilana’s illustrious career in selling a lifestyle over a product and how the organic positioning of that lifestyle is the unlock to greater audience connection. We walk through how to drive authenticity within your brand’s consumers through nostalgia, self-expression and niche fandoms.

Key Takeaways:

// To sell a lifestyle instead of a product - identify your target audience, learn how they want to be seen and align your messaging to how they want to be spoken to.

// Build nostalgia for your brand by referencing the past and finding fresh ways to incorporate it in the present.

// When choosing influencers for a campaign, consider lookalike influencers that may have various crossover interests that align with the campaign look and feel.

// Brands are currently underutilizing Pinterest - Gen Z is using Pinterest as a creative outlet and opportunity to build an individual user world.

Connect with Ilana: LinkedIn | Instagram

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