Emotive and Engaging Emojis

November 09, 2015

Emojis have really taken off in the social, mobile, digitally-connected branding world of late, with Coca-Cola recently becoming the first brand to own their own branded Emoji aka "admoji" on the Twitter platform. The little chinking Coke bottles appear in a Tweet when users generate the hashtag #shareacoke. We think that Emojis are a great way to reach out to millennials (and the rapidly impending generation Z) in a universal language that these tech-savvy audiences engage with on so many levels. The key to using Emojis appropriately is for brands to first focus on their individual brand essence - to remain true to what they stand for and use Emojis simply as a creative execution for communication, not completely stand as the message alone. Here are some examples we love that spark some relevant emotions for authentic brands.

PETA - Cruelty Beyond Words
This clever little video from animal rights organisation PETA let the emojis do the talking to their young audiences to prove that emotions can be instilled without the use of graphic imagery. Simple little concept with a big impact.

GE - Emoji Science
In a bid to appeal to younger audiences and show them that “Science is fun” GE created #EmojiScience - a periodic table of Emojis that each link to individual science experiments. Fans are encouraged to send their favourite emoji to GE’s snapchat handle and in return receive a video of said experiment - ie. broken heart emoji returns the “Bubble balloon” experiment, where a heart-shaped balloon is inflated by the reaction between vinegar and baking soda. Gen Z maximum engagement level accomplished!

Dominos - Tweet to Order
This is next level. Dominos regular customers can now get a pizza delivered, from oven to door, by tweeting/texting one single pizza emoji. Good news for all those hungover kids, you no longer have to go to all the effort of opening your Dominos app, simply just type one little emoji for crusty cheesy goodness.

Source: Digiday, Adweek,

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