LIGHT RETRO

The 90s era in Central Asia was a time of nostalgia, characterized by old apartment buildings, carpets on the walls that you could gaze at forever, 8-bit consoles, and cartoons on bulky TVs... and let’s not forget Aygen bags and the paperclip from the computer.

This unique nostalgia inspired the creators of a conceptual clothing and accessories brand called Light Retro.We decided not to try attracting an audience through expensive ad campaigns, strategies, or agency expertise. We saw value not in specialists but in people — each person has a valuable memory that perfectly matches our idea. Considering that all of our followers were our friends, they became our audience.

Who are these people? They are stylish, modern, bold Uzbeks who became the influencers of the Light Retro brand by participating in video therapy of honest interviews and sharing real life stories. Their memories and emotions became the scripts for our advertising scenario. Their voices became the voice of the brand, and their friends and loved ones turned into customers.

But the most importantly, it all cost: 0$. As a result, this series of memories led to the following outcomes:

- Overall reach: 536,977 people

- 387,542 views

- 13,540 likes

- and countless comments, shares, and saves