Whether it’s a customer service response or a marketing campaign, the majority of brands are using emoji’s each day. Emoji’s allow an opportunity to relate with consumers in an amusing, relaxed and creative way. Most, emoji’s express more than words and over time we have seen more emoji’s being used by more well-known brands.
Do you like use emoji’s? According to a recent study, 59% of people aged 18-34 say businesses are trying too hard when using emoji’s in ad or marketing campaigns. It was also found that 53% of the youth think mixing emoji’s with text really does help people to better understand each other.
Here are 5 brands who effectively incorporated emoji’s into their marketing.
Dominos made it achievable to order pizza through using a simple pizza emoji. They condensed the time it takes to order to five seconds, making it simpler for customers to purchase it.
All that was required was for the customers to set up a Domino’s account and choose their preferred pizza, then link it to the Twitter account. Then you could tweet Domino’s with the pizza emoji, and your preferred pizza would be delivered. It was reported that in one day, more than 500 people in the US used this emoji system.
Hillary Clintons launched Hillarymoji as part of her presidential campaign. She included over 30 emoticons, stickers, and GIFs. These could be used by followers to show their support and share over on social media. This was a great way to get younger voters involved and increase her exposure and engagement.
Emoji apps have become trendy among brands creating their very own emoji’s for their devoted fans. Kim Kardashian was one of the first to try it out with her own Kimoji app.
WWF united with emoji’s for their #EndangeredEmoji Twitter campaign in aid of saving animals from disappearance. They created 17 emoji’s for endangered animals and encouraged users to contribute 10p every time they retweeted one.
WWF’s campaign managed to get 559,000 mentions and 59,000 sign ups in the first month of its promotion. Their aim was to fundraise and grow awareness for endangered animals for the first time using a social media. Using a new language, they were able to entice a larger, newer audience, by targeting millennials.
Deadpool’s emoji marketing campaign
On the upcoming to the release of ‘Deadpool’ it was stated the emoji ad helped Deadpool break the box office records for an R-rated movie. Only 3 emoji’s were used to spell out ‘Deadpool’ in a amusing and imaginative way. These billboard ads certainly caught the attention of many fans.
The emoji worked because they changed the context of emoji use. By using the ‘smiling poo’ emoji (already one of the most uses emoji’s) people saw the ad as humorous and playful. Anyone can add humour to your marketing using emoji’s. Though, you need to be careful with your approach, doing the unpredicted can catch the attention of your audience.
McDonald‘s used emoji’s as mainly the artwork for their ads. They used a selection of Emoji’s which told a story, resulting in a burger and a smile. They used emoji’s to associate encouraging thoughts towards the brand. This was a modest campaign allowing McDonald’s to tap into the pop-cultural discussion. This campaign ad really shows that it doesn’t have to be complicated in order to be effective.
As marketers progress with their customers, they need to use new tools such as emoji’s if they want to truly connect with their target audience. Consequently, consider whether or not emoji’s are the right fit for your brand and if they could add value to your campaigns.
How you feel about using emoji’s in your marketing?