The term “emoji” is a compound of the Japanese words “e” (picture) and “moji” (character). The first emoji was created in the 1999 by Shigetaka Kurita, who was part of the team working in NTT DoCoMo’s mobile Internet platform. According to research, emoji have increased in popularity over the past few years, appearing in more social posts, especially on social media. 92% of the online population is using emojis to express themselves. More than 70% or frequent users are maximum in the age group between 25-29. Also, women use emoji 20% more than men.
There is also World Emoji Day on July 17, which was the day that Emoji was famously displayed on iOS.
Brands are recognizing the power of emojis as a language and a medium of communication. They are using emojis to communicate with their target audience, to demonstrate that they are on top of the latest communication trends and to convey messages in a simple way. Millenials and Generation Z are using emojis to read more from the words that the phone displays. If marketers want to be relevant to them, they have to talk their language. They should show that the brand cares about their emotions.
Let see what are the ways some iconic brands have used emojis to promote their products.
Domino’s Pizza have made emojis as a cornerstone of their marketing strategy and it constantly exploring new evolving ways to use emojis to engage their consumer, create excitement amongst its customers. They established Emoji Pizza Ordering: a system that allows users to text a pizza emoji and place their regular delivery order. This campaign earned Domino’s the Cannes Titanium Grand Prix for top breakthrough idea of the year.
Chevrolet uses emojis within their campaign to market their new 2016 Cruze to their core demographic, which is teens and young Millennials. They got a lot of attention from their emoji press release. They encourage readers to attempt to decode the news ahead of the real announcement.
Some readers were left confused other, others thought they took too far with emojis. Here is the translated version.
Bud Light’s #4thofJuly tweet with an American flag made of the beer mug emoji.
The WWF creates a set of 17 emojis of endangered animals. Their campaign #EndangeredEmoji brings a lot of attention to the public. They also encourage people to donate 10 cents for every emoji they tweeted.
General Electric launched the #EmojiScience campaign, which prompts people to send emojis to receive short video lessons by Bill Nye the Science Guy. Research shows that the presence of emojis in online communication can help people reading or viewing it remember the content better.
Emojis represent the future of marketing: expressing emotion, which builds trust. It is exactly what marketers aim for.