An economy-inspired trend known as “comfort marketing” has led to a recent rise in brands celebrating anniversaries not just internally, but also with customers. The idea is to play up their authenticity by tapping into their corporate histories. Companies like Oreo, L.L. Bean, Motel 6, GMC Trucks, Target, and LifeSavers all marked 50th or 100th anniversaries in 2012 with social media campaigns; print, digital, and TV ads; giveaways; live events; promotions; and retail elements. Some brands have been celebrating quirkier uneven milestones, like Bergdorf Goodman’s 111th anniversary festivities, which included a gala, a documentary film, a book, and exclusive merchandise. Heritage fashion brands have also been making a comeback, with nostalgic, budget-friendly brands like Woolrich, Red Wing, Pendleton, and Carhartt being sold at stores like Urban Outfitters and J.Crew. Even luxury brands such as Louis Vuitton and Hermès are increasing sales in a weak economy by creating campaigns that focus on heritage and history instead of high fashion.
Companies looking to commemorate a milestone with an all-encompassing anniversary campaign can check out Washington-based the History Factory, a one-stop-shop heritage management agency that specializes in custom solutions that allow corporations to access and use their histories as a marketing tool. The agency can research, write, and publish custom corporate history books, but offerings extend far beyond that. “Companies don’t always use history in the most imaginative ways,” says History Factory vice president and managing director Jason Dressel. “We try to get them to look beyond the proverbial coffee-table book. It’s not just about finding the history, but leveraging it to use for marketing goals.”
Dressel says that social media—Facebook’s timeline feature in particular—has put pressure on brands to create and promote historical content because heritage details authenticate and build a brand by giving it a face and context. “We can help companies curate channels like Pinterest and Facebook,” he says. “Just throwing up old things doesn’t keep people engaged. With so much noise, it really requires more authentic content for companies and brands to differentiate themselves.”
In addition to supporting history-based marketing campaigns, the History Factory also offers a variety of strategic tools for clients, including multimedia projects, exhibits, corporate recruitment management, archival services, and more. Recent clients have included Time Warner Cable, Adobe, and Brooks Brothers.
