A new favorite of digital marketing: Brand-specific Emoji Campaigns
Uyanık kaldığımız hatta kalmadığımız sürelerin çoğunu internete bağlı yaşayan bireyler olarak emojiler kendimizi ifade edebileceğimiz yeni ve kullanışlı bir dil olarak hayatımıza girmiş durumda. Mutluyken, üzgünken veya sinirliyken… Hangi emojiyi nerede, nasıl, kiminle kullanacağımızı bile alışkanlık haline getirdik.
Most of the time we are awake, and even when we aren’t, as individuals who live connected to the Internet, emojis have become a new and useful language for expressing ourselves. Happy, sad or angry, we know which emoji to use when, how and with whom.
Moreover, emojis are not only a component of our social media lives; they are a new trend in the digital marketing world.
The emoji keyboard campaign trend that started last year with the personal care brand Dove created a brand-new marketing channel for brands. Curly-haired people began using the curly-haired emojis and the brand’s campaign was a success.
Dove curly-haired emojis
The fast-food giant Burger King was the next in line after Dove to use emojis, creating the fried chicken emoji set. Then Ford announced its automobile campaign with emojis. Even Hollywood celebrities came up with their own personal emoji sets… Kim Kardashian’s Kimoji, Wiz Khalifa, Ariana Grande…
So what’s so appealing here?
Mobile advertising is extremely difficult. Even on social media platforms, coming up with eye-grabbing advertisements and converting them into interaction is expensive. This is because the traditional pop-ups and banners are not that useful on mobile screens. But emojis are already natural constituents of our social media activities. Therefore, if brands can create their campaigns with emojis and get their followers to download them, they may have launched an organic digital campaign that will last for years. This is why emoji campaigns will be the preferred promotional form in the future.
The difficult part of emoji campaigns is, while we may all like the emojis, gifs and stickers, we may resist constantly engaging in or becoming an instrument of brand advertising.
Experts say that such campaigns will be the backbone of digital marketing in the future. It appears as if marketers will be on the lookout for shrewd ways to infiltrate the small devices in our pockets.
Perhaps sometime soon we will surprise you with one of our brands. Who knows? :)