How these 4 Brands Nailed Emoji Marketing And What You Can Learn From Them.
Updated: Feb 12
Our Culture is the stories we tell and our language helps us tell those stories. Throughout our history, we have found different ways to tell our stories. People say that today, the youth has forgotten to value the written word because their chats are full of Emojis, Stickers, Memes, and GIFs. Only half of that sentence is true. Yes, today the chats are full of these visuals but that doesn’t mean that the youth doesn’t value the written word. Emojis help us convey the tone of the text messages. “Ya, sure ☺️” conveys sincerity, while “Ya, sure 🙄” conveys sarcastic tone.
We told stories and communicated long before the language that we use today evolved. The oldest stories that reach us from thousands of years ago are not told by words but by beautiful cave paintings that our ancestors left behind.
Our communication has evolved from those cave paintings to letters and then to the myriad of ways that the internet allows us to communicate. Yes, a lot of significant steps were in between, but you get the gist. The language is still evolving and the way it is happening is with Emojis. Emojis is the fastest growing language in History in the UK.
What started as a way of bringing expression to chatrooms with emoticons by some teenager trying to look cool is now evolved into a worldwide language.
A Brief History
How Popular Emojis Are And Why?
According to recent statistics, 5 Billion emojis are used in FaceBook messenger and FaceBook alone. Facebook posts that use emojis receive 57% more likes and 33% more comments and shares than those without them.
Even tweets with emojis have 25% higher engagement rate compared to tweets without emojis.
10 billion emojis are shared via texts per day. Did you know that 92% of all users on internet use emojis?
It is a well-educated guess to believe that we have a fondness for emojis. But it is not just the aesthetic that appeals to us. A recent paper in the Journal Behaviour and Information Technology mentioned that “the use of emoji faces in computer-mediated communication produces neural responses that are similar to those that are observed in face-to-face communication.” Seeing an emoji affects us on an emotional level.
Emojis in Marketing
These little drawings have an emotional connect with users across the globe and are also used billions of times per day. They are this phenomenon that soon got attention from brands. And marketing ideas were soon to conceptualise.
Brands that have a younger audience are seen to be more engaging with the concept of Emoji marketing. The reason is to become a part of conversations that their users have.
Brands that did Emoji Marketing Right
Taco Bell And The Emoji Plea
Taco Bell filed a petition asking the Unicode Consortium named “America wants a Taco emoji”. As the name suggests the petition was to introduce a taco emoji. The change.org campaign of Taco Bell was a success as they received 32,802 supporters. The reason why this campaign stood out was that TacoBell didn’t just make a custom Taco emoji they made it available on all Ios and Android platforms. Brand endorsement using a simple emoji.
Domino’s struck on the sales
Where Taco Bell went for Brand Awareness speaking to a Country’s Emotion Domino’s went straight for the sales. Both are brilliant in their own ways.
As a part of Domino’s Anywhere campaign, the Pizza franchise allowed users to order their favourite pizza by simply tweeting a pizza emoji. Although there was a bit of set-up that users needed to do the campaign was still a hit. Domino’s reported a 50% increase in its sales days after the campaign went live. So with one stone, Domino’s hit both sales and brand recall.
Deadpool And The Emojified Banner
Before the release of the Deadpool movie BillBoards and Social-Media pages carried this emojified banner that spells the movies name with Emojis (Dead/Poo/L).
It was a risky take as the banner could have been trolled. But seeing as the franchise has branded itself as a funny, edgy millennial movie, they played their cards just right.
World Wide Fund Raised Awareness
Emojis are fun and it is quite a risky task to mix-up the fun emoji’s with a serious message. But WWF managed to use emojis beautifully for their campaign #EndageredEmojis.
WWF came out with 17 custom-made emojis of endangered animals for this campaign. Netizens could participate in the campaign by agreeing to donate 11 cents for every time they used one of these emojis. The money went directly to the conservation of the specific animal whose emoji they used. The campaign spoke to the people with a simple and relatable problem, raised awareness, and monetary value as well.
What To Learn From These Emoji Marketing Campaigns
Don’t Overuse Emojis
A tweet from Multinational investment bank Goldman Sachs. This was not so well received. It just looks overdone.
This Chevrolet campaign is another extreme example of emoji overuse.
59% of all people between the age of 18- to 34-year-olds feel that businesses are overdoing it with their use of emojis. And the brands that do this end up in the Reddit threads of Marketing Mishaps.
Try To Become A Part Of User Conversation
One way to avoid such mishaps is by becoming a part of user conversations rather their social media feed. Campaigns that becomes a part of user conversations are some of the best campaigns. Like Taco Bells try becoming a part of everyday user conversations. Emojis are a part of user conversations and reaching to a conversation using emojis can be a great way to do so.
Chipotle in collaboration with Holler, a tech company that is integrated with messaging and keyboard apps, to make these fun shareable chipotle memes. This way it successfully became a part of user conversations in a way that enjoyable rather than intrusive for its audience.
Keyboard integrated platforms like Holler and Keyboard Apps like Bobble AI makes such fun marketing possible.
Starbucks made this custom emoji which in a short time became quite popular amongst the users. This can be done for any brand big or small from any sector.
Emojis are so close-knit to our conversations, the youth today loves when their brands connect with them in a relatable way. Instead of annoying users by following them across the internet these conversation media campaigns can help you reach your ideal users without being intrusive or disrespectful of their space.