MERCADEO Versión en español
Brands are investing in emojis to communicate
Manuela Walfenzao| 27 de octubre de 2015
Swyft Media es una de las empresas especializadas en el desarrollo de emojis para marcas
Dell included emojis in their back-to-school campaign, Ford used them to promote its new Focus, and Domino’s has invested in them to revolutionize its pizza-ordering process. Emojis are transforming digital communication, but beyond measuring engagement with their own digital hieroglyphics, marketers still haven’t determined how best to evaluate emojis as part of the social media conversation. Swyft Media is a firm that develops branded emojis. Ford Motor launched a campaign designed by this company that generated 25,000 downloads of its Ford Focus digital stickers each day. Those downloads led to more than 1 million impressions. Universal Studios and Dell have also worked with Swyft in the development of branded emojis aiming to unleash conversation in messaging, dating and photo-editing platforms. Brands measure these campaigns according to downloads, shares, impressions and hours of engagement. Last year, Nike introduced its Language of Football sticker pack for Facebook Messenger and emoji keyboard for its Nike Football app. The goal was to offer World Cup fans tools to express themselves. For Domino’s, emojis are becoming an integral part of its core business. In their ordering mobile system, customers can order without words, they just have to text an image of the pizza they want. “Here we’re creating a new ordering platform” said Dennis Maloney, the company’s CDO.
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