Do you know how to speak emoji? Nowadays, people across the world are communicating with emoji’s for almost on a regular basis. Afterall, there is an emoji to describe any emotion, product or activity you can think of. No wonder that brands have been incorporating emoji marketing across their communication channels, such as email subject lines, social media post and even press releases. Here’s how:
1. To stand out
Today’s brands are doing whatever they can to make an impression on their customers. And what other way to make an impression with the use of our favourite emoji’s?
Recently Chevrolet stood out with an unusual press release for the 2016 Chevy Cruze. A press release made entirely with the use of emoji’s.
Got lost in translation? Yeah, so am I. Watch this video series from Chevrolet’s ‘Emoji Academy’ to decipher it.
2. To reach Generation Z & Millennials
Using emoji’s are a way to add emotion or personality in more informal way. Because the millennials & generation Z are all over it, they are more likely to attract to your message as they are more likely to communicate visually than with text.
WWF started a #EndagneredEmoji Twitter campaign to help save animals from extinction, encouraging people to donate €0.10 cents every time they retweet one.
3. To tell a story
A research from Dunlap et. al., has shown that the use of emoticons in online communication increases views, and people remember content better than messages without emoticons. PETA released a video to create awareness and reach the younger generation through creative visual storytelling.
We can conclude, that although to use of emoji’s in marketing communications strategies are increasing, doesn’t mean that they suit every company. Emoji’s are an informal way of communication, and is not a new marketing ‘tool’. An excessive use can lead to potential miscommunication and even affect your brand reputation. Companies who target a more younger audience or the tech-savvy and modern customer could have a go with Emoji’s. However, brands that tend to be viewed in a more serious manner, should probably stay away to maintain their reputation.
So what do you think of branded emoji’s? 😉
Here’s a Fascinating Breakdown of Emoji Use by Country