So we know that Emoji’s are not only important to a huge age demographic but what relevance does it really have for brands?
To put it simply, there are
Lots of brands are jumping on the bandwagon, but here a few worth taking note of.
Emoji’s in email
With more email clients, including Outlook and the iPhone Mail app, supporting Emoji’s in subject lines
According to data from Salesforce's Marketing Cloud, 2% of B2C emails now contain Emoji’s in the subject line, and email delivery vendor MailChimp says that 214,000 campaigns have been sent with containing them.
However, MailChimp says the jury is still out on the effect of Emojis as it hasn't yet seen a positive or negative impact from using them. However, they point out that Emojis are great for packing more information and emotion into shorter messages. They also identified that MailChimp customers who use Emojis in their campaigns tend to have lists with different client compositions than normal.
Emoji’s in search engine result pages (SERPs)
It was reported this year that Google began displaying Emoji in the desktop search results. The plan was for SEOs to leverage this change by adding Emoji to their title tags, hoping for more Google juice and clicks. Expedia was one
Emoji’s + Food = Yum or not
If picking up a phone or opening an app is a bit too much for you some days, Domino’s has the answer. The convincing and time-saving of Emoji’s were perfectly illustrated by Domino’s ‘tweet to order’ campaign. Available to customers in the US since May 20th this year, once customers had registered and set up an ‘Easy Order’ account with Domino’s including details of their pizza preferences, simply tweeting a pizza Emoji would result in fresh hot pizza delivery.
McDonalds Emoji debacle
The McDonald’s minimalist billboard ads are made up entirely of Emoji’s to get the message of the people pleasing ability of its meals for their campaign named ‘Good Times’. In Bristol, one of their billboards was creatively defaced with the addition of a vomiting Emoji at the end.
The Bristol branch of e3 walked past the board every day and some of us thought it was McDonalds trying to ironically funny/clever. Oh dear. It also inspired some parody outdoor ads that were not in the plan.
However, the McDonald Emoji experiment has carried on unabated and the recent slightly creepy TVC suggests that they are heavily invested in Emoji’s.
FinTech and Emoji’s
Beware of the bandwagon.
If you are thinking about using Emojis the fundamental rule is don’t just use them for the sake of it just because they are popular. If you think that you can directly engage with your audience in a relevant way through Emojis, then do your research, involve yourself in the community and collect as much data as possible before your launch a campaign.
Start to test the waters by slowly incorporate Emojis on social, forums and whatever digital outlets you use on a daily basis, this will give you a reaction barometer and confirm if your users feel comfortable with you communicating with them ‘in emoji’ then dial up or down from there. Emojis are fundamentally designed and enjoyed because their light-hearted and fun. Brands who try to corporatise them, or attempt dominate conversations may find their customer staring blankly back
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