Emojis are taking brand communication by storm, starting in the US!
Many likely still remember Domino's Pizza winning the Grand Prix in the Titanium category at this year's Cannes Lions for its "emoji ordering" campaign, where customers could order pizza by tweeting emojis. The use of emojis in brand and corporate communications is growing.
Ford's Focus prepared an emoji keyboard targeting millennials, combining phrases like "Drive Safely" and "Let's Go." Since its launch in September, it reportedly garnered 25,000 downloads within 10 days and led to over 40,000 shares on social media.
In Dell's "Back to School" campaign, downloaded emojis were shared with an average of eight people. Last year, Nike created emojis for Facebook Messenger and its own football app, encouraging football players to express themselves through emojis.
Unilever's Dove discovered "emoji only show straight hair." To promote its Dove Quench products for women with curly hair, it released the "Love Your Curls" emoji. Users can choose skin tone and hairstyle, with 131 variations available. Rob Candellino, Vice President of Hair Care at the company, stated, "73% of Americans use emoji, and emoji are already a vital means of communication. It's strange that one in three people have curly hair, yet it's not reflected in emojis. Research showed only 10% of women with curly hair said they liked their hair, with many feeling self-conscious about their curls. The lack of an emoji was amplifying that feeling of exclusion." The "Love Your Curls" video released last year garnered 9.3 million views in a single day. The "Love Your Curls" emoji is available for free download on the App Store and Google Play.
Credit: Unilever
Source: Ad Age
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