I love seeing emojis as a form of emerging media in marketing. It’s one of my favorite new trends. I think it’s personable, creative, resourceful, and relatable to a very large span of generations.
92% of the online population use emojis, and smart marketers are now using this to their advantage.
Below are two examples of emoji marketing that have been memorable to me.
Domino’s
Take Domino’s for example: with their “Easy Order” feature, a user can send a pizza emoji over text and their saved order from a pre-made profile will be delivered shortly. In a time where social anxiety and phone phobia (a fear of talking on the phone) are becoming the norm, this is the best case scenario for those who can’t bring themselves to make a phone call to order food.
Not to mention, how effortless is this for Domino’s customers, even those who are willing to make a phone call to place an order? It’s almost too easy. The feature was brought to the U.K. in 2015 and “group sales (rose) by 15.6 percent compared to Q2 to arrive at a running tally of £641.2 million (roughly $980 million).
Chevrolet
Chevy’s right, “words alone can’t describe” everything, and in their case, are necessary to describe the new 2016 Chevrolet Cruze. Chevy unveiled the first-ever all-emoji news release in 2015. Chevy made an unprecedented, creative attempt at making their product launch memorable. The release is clearly not written for journalists and instead for consumers. It’s a direct-to-consumer play. There’s lots of opinions on whether or not this tactic was on brand or effective for Chevy, but their team at FleishmanHillard was presented an Award of Excellence at the 2016 Silver Anvil Awards for the campaign.
It’s inevitable emoji usage is steadily growing and becoming its own language. Can you name a company that uses emojis in their marketing tactics? Do you think emoji use in marketing is effective?
I’d love to hear your feedback.
Thanks,
Claire