Emoji For Marketing : Do’s And Don’ts

July 17'th is celebrated as World Emoji Day!

“LOVE”, “HAHA”, “YAY”, “WOW”, “SAD”, “ANGRY”…When Facebook introduced it’s emoji’s to engage the use of it’s renowned “Like” button, little did they know that a lot of other brands could actually take a feather out of their cap!

Yes, you read it right! Those cute little pixies can be used for marketing your brand online if you know just when and where to use them. It’s as simple as that! To make things more simple, we are also going to tell you how to start building your campaign using emoji’s as a source of marketing! Excited? Read on.

The first “smile” emoji was used in 1862. It evolved into yellow icon of :) in 1960!

The art of emoji marketing dates way back and to be honest with you, I was shocked to see the numerous ways brands have used them so far to build their campaigns. How could such pixie-sized images really engage such vast share of audiences in the social web and help you build your brand? Sounds ridiculous doesn’t it? Well it’s really not. And to justify my point let me highlight how brands have used it so far (you’ll definitely be amazed with their creativity!).


Incredibly creative and extremely intuitive! Now that’s what I would term their emoji marketing campaign. To put it in plain words, all that Domino’s did was start a campaign where customers could tweet or send a text to indicate an order using the famous “pizza” emoji and booooom your order is delivered! Cool isn’t it? This campaign earned Domino’s the Cannes Titanium Grand Prix for top breakthrough idea of the year!

General Electric…

Skillfully innovative, GE has always been everything and anything about science. So what best way to provide information to it’s users other than using Emoji Science? Emoji’s are sent by users from Snapchat to GE and they get to learn about science! For e.g. sending a snap of rocket emoji to GE is reverted by a simple video of an explosion of vinegar rocket! Now, how does that sound?

World Wildlife Fund

To increase awareness of endangered species, World Wildlife Fund came up with this amazing Twitter campaign called #EndangeredEmoji where they created 17 new emoji’s of endangered species and encouraged people to donate 10 cents for every emoji they retweeted. Needless to say, the campaign worked extremely well and helped WWF make an impactful awareness about extinction!

The process of becoming an emoji is not an ordinary feet! All emoji’s are designed, approved, and unified by the Unicode Consortium, a nonprofit organization from USA.

Do’s and Don’ts Of Emoji Marketing

Do Create An Interactive Experience For Users

The essence of emoji marketing is to interact with your users. This has been justified by the above examples too. Creating campaigns that habituates users to interact is a lucrative means of emoji marketing.

Do Not Encrypt Your Idea

Guaranteed that emoji’s have been used extensively to deliver ideas and evoke emotions, yet, it’s not advisable to stick to using excessive emoji’s, especially in a single message to broadcast your thoughts! Stick to explaining information/ideas using little but effective emoji’s.

Do Not Send A Mixed Message

Fundamental conversation made through emoji’s are always light-hearted and humorous. Thus, it’s always advisable to use this tone. Trying to advertise a serious issue using emoji’s can prove fatally wrong for your campaign.

Do Use Emoji’s For Real-Time Engagement

Sometimes, timing an “emoji” message also matters. The whole point of creating an emoji is to bring out engagement in users. So using this idea to time your message and reaching out to a wider range of audiences for increased engagement proves highly profitable.

Image Courtesy : The All-Nite Images and Luigi, Flickr.

Originally published at blog.spintadigital.com on March 16, 2016.