Recently in the Access office, the topic of emojis came up as we each professed our favourite and most frequently used emojis (fist bumps and turtles, anyone?) which quickly escalated to circulating phone screen shots.
Emojis are now a part of everyday communication – there is an official emojipedia, dedicated celebratory day, and it is recognised as the fastest growing language in the UK, even eclipsing hieroglyphic.
In fact, a survey by TalkTalk Mobile revealed an astonishing 72% of 18- to 25-year-olds said they found it easier to put their feelings across in emoji icons than in text. Even Julia Bishop jumped on the bandwagon conducting an interview with Buzzfeed using only emojis.
Emojis are also proving to be an ideal vehicle for brands and organisations to capture a particular subject in an elegantly simple way and are becoming increasingly more effective than straight promotions, particularly with millennials.
Here is a round-up of some of the best campaigns embracing the power of emoji we’ve seen:
Partnership for Drug-Free Kids America #WeGotYou
Can you figure out what this billboard says? This new campaign from Partnership for Drug-Free Kids was designed to spark conversation about tricky tips like drugs with high schoolers without seeming too preachy.
After recognising 17 emoji animals are under threat, The World Wide Fund for Nature (WWF) created #EndangeredEmoji to help save them from extinction. The charity encouraged Twitter users to help conservation efforts by making a donation each time an emoji animal was used in a tweet.
Red Bull – getting Emojinal with Blake Griffin
Los Angeles Clippers All-Star forward Blake Griffin has been known to communicate in the form of emojis on social media so Red Bull filmed this spot with him using only emojis.
Ikea designed a range of domestically-themed emojis playing on the idea of emojis’ simplicity to ‘improve communication in the home’. Ikea claims it will reduce friction at home by letting couples communicate with each other more efficiently about the things they have done, such as vaccuming. Of course, there is also Ikea furniture emojis.
Moving Brands Creative Agency – emojis for city-dwelling creatives
The clever team at Moving Brands has rehashed emojis into mini-episodes of a young creative’s quest to find purpose in the city with drones, pugs and 27 varieties of coffee emojis.
To announce the arrival of its Cruze model, Chevrolet put out a press release made up of entirely of emojis.
There’s no doubt the emoji vocabulary will continue to progress and brands should be open to making it part of the way they communicate with audiences but the old adage remains true – keep it authentic!