Tatiana Pile

Last week at TikTok and Variety’s Culture Catalysts event, Reia Davidson shared a fascinating example about the resurgence of Natasha Bedingfield's song Unwritten on TikTok—echoed by some of the platform’s superstars and featuring incredible creative from the Sony Pictures Entertainment team for the hit film Anyone But You. This revival brought a nostalgic anthem to a brand new generation, turning a throwback hit into a cultural moment. It got me thinking: We’re living in a time where nostalgia isn’t just a trend, but a powerful tool to foster community, engagement, and brand loyalty. At Battenhall we believe that platforms like TikTok are more than just places to promote content; they are culture drivers that invite participation and co-creation, breathing new life into beloved memories and making them relevant again. In a world where community-driven strategies define success, nostalgia-based campaigns and tactics offer brands the opportunity to connect meaningfully across generations. And when those campaigns are paired with platform-specific strategies, they don’t just create short-term buzz—they foster long-term brand affinity and loyalty. If you want to dive deeper into how nostalgia marketing is reshaping the social media landscape and driving engagement across platforms like TikTok, check out our latest article piece where my colleague Alow Yap and I explore how nostalgia is playing out across industries. https://btnhl.com/3NB49sv. Do you have a your favorite example of a cultural throwback that made a comeback? Drop your thoughts below! 😎👇 #NostalgiaMarketing #EntertainmentOnTikTok #CommunityBuilding

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We need to talk about Next Gen's purchasing behavior on smartphones. Thanks for the share, Erik!

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More on the AI front: OpenAI has partnered with Hearst in a content agreement, permitting the use of Hearst's newspapers and magazines to train its products, including ChatGPT. Get ready to experience ChatGPT citations and direct links to Hearst content, ensuring transparency and accessibility to original stories. Hearst, a renowned publisher with over 40 newspapers and 20 magazines, will receive compensation as part of the agreement. Specific terms of the deal, however, have not been disclosed. #OpenAI #Hearst #ChatGPT #AI

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I spoke with political strategists, comms experts and media insiders about what kind of marketing and media strategies we can expect to see from Kamala Harris' presidential campaign. Key highlights: ➡ The campaign's early embrace of meme culture will help Harris connect with young voters, but the team should be wary of substituting lolz for a well-articulated platform ➡ Harris will do well to appeal to women and Black voters, who have the power to unlock greater momentum for the campaign ➡ The perception that Biden's decision to drop out undercuts the trust of primary voters (and conspiracies about a Democratic 'coup') could prove an early stumbling block for the campaign ➡ Money, money, money: the Harris campaign has already shattered 24-hour fundraising records, and reinvigoration of the Dems' donor base could translate to a more aggressive approach to advertising in battleground states Read my full analysis at The Drum, with commentary from The News Movement's Rebecca Hutson; The Hooligans [An Agency]'s Tim Lim; MDW Communications' Michael Worley; Proven Media Solutions' Dustin Siggins: #kamalaharris #biden #bidenharris24 #trump #donaldtrump #uselection #presidentialelection #politics #uspolitics #politicalcampaign #politicalstrategy #politicalads #politicaladvertising #advertising #marketing #media

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