You might be an emoji-fan or not, but the truth is that, over the years, more and more well-known brands are using emoticons. In this post, we bring you 8 Fun and Inspiring Examples of Emoji Marketing Campaigns to get you inspired.
Deadpool’s emoji marketing campaign is probably one of the biggest success of a marketing campaign using emojis.
According to Ryan Reynolds, the whole thing started as a pun in the WhatsApp group of the production members. Just a silly joke between colleagues who went crazy and decided to put it on the streets.
There are many ways of suggesting sex using emojis, but there are no ways of suggesting safe-sex. Under this premise, Durex created a promotional campaign and an initiative in change.org to ask for a condom emoji.
Durex found through a survey that 60% of young people are uncomfortable discussing safe sex and that 72% find it easier to express emotions using emojis. Based on these results, Durex decided to use emojis to promote safe sex (and their product) which lead to an increase in awareness and in positive brand perception.
3. Domino’s Pizza
Instead of using them to tell stories, Domino’s decided to use emojis to offer its customers greater convenience to order pizzas. They introduced a chatbot feature to allow customers to order using a single pizza emoji.
Being fair, this solution for ordering pizza was not nearly as convenient as it was fun.
To be able to order a pizza through emojis, customers had to first set up a Domino’s account, choose their favourite pizza and link it to their Twitter account. Only then could they tweet Domino’s with the pizza emoji, get the pizza delivered.
Emojis can also be used to tell short stories and create positive feelings and that’s exactly what McDonald’s did with this emoji campaign.
Are you having a bad day? No worries, come to McDonald’s, have something to eat and have a good time.
The cool thing about this emoji marketing campaign is that they tell their stories just using emojis. They manage to be empathic with people who are having a bad day and make it funny by playing with stereotypes at the same time.
It proves that an idea doesn’t need to be complicated in order to be effective.
Do you know this guy: ?
And, did you know it’s endangered in the real world?
WWF’s #EndangeredEmoji Twitter campaign received around 559,000 mentions and more than 59,000 signups in the first three months since it was released.
Together with Lucasfilm and Twitter, Disney created a bunch of hashtag-generated emojisto promote one of the most highly anticipated blockbusters of the year: Star Wars, The Force Awakens.
They chose two of the most iconic characters: C-3PO and a Stormtrooper. And added one of the new characters that were going to introduce in the movie the BB8 droid.
This campaign was very well received by the public (especially by Star Wars fans) and opened the gates to a new market opportunity for Twitter: the branded emojis.
We saw a lot of excitement around the Star Wars emojis. That drove quite a bit of interest from our partners around the possibility of creating an emoji for a brand. From there, we decided to explore this further. We really do believe in innovation through experimentation. That’s something that my group holds near and dear to our hearts. We believe that when you do experimentation in any campaign, the best campaigns start with insight. It’s pretty clear that people love emojis. From that insight, we felt that this is a clear opportunity.
Bridget Harvey. Senior manager at Twitter’s Brand Strategy Team
And now, some bad examples
Although emojis can be used to tell stories and elicit emotions, a bad use of them can easily lead to a terrible campaign. And one that might go viral for the wrong reasons!
The value of emoji marketing increased significantly in May 2016, when Google made it possible for users to include them in their searches. Additionally, Business Insider reported that use of emojis in marketing grew by 775% in 2016.
This month, Apple presented a new type of emoji together with the new iPhone 8 and iPhone X. The animojis are animated versions of the popular emoji and use the face-scanning features of the iPhone X to create custom 3D versions based on your own facial expressions.
If you ask me, I think it’s going too far but what do you think? Are animojis a good invention? What other innovations do you foresee in the future of emojis? Let us know in the comments below!
Be sure of the meaning of the emojis you use.
Use emojis for real-time engagement.
Try to avoid cryptic and indecipherable messages.
If you can, use custom emojis strategically.
Only use emojis in the appropriate time and place.