Ford, Domino’s, Dell, Others Work to Translate the Language of Emojis
Dell employed them for back-to-school marketing, Ford used them to promote its latest Focus model, and Domino’s has invested in them to revolutionize its pizza-ordering process. Emojis are transforming digital communication, but beyond occasionally measuring engagement with their own branded digital hieroglyphics, marketers still haven’t determined how best to gauge emojis as part of the larger social media conversation.
When Ford Motor Co. ran a branded emoji campaign in conjunction with mobile platform Swyft Media, the automaker generated 25,000 downloads of its Ford Focus digital stickers each day for 10 days in September. Those downloads led to 40,000 shares of those branded images via messaging platforms each day, totaling more than 1 million impressions, according to Swyft. The stickers, which can be shared in apps including Facebook Messenger and Twitter, feature images of Ford Focus automobiles coupled with phrases such as “Let’s Go!” and “Drive Safe!”