They are everywhere!!  In your WhatsApp conversations, in marketing campaigns and even in the customer service replies sometimes…

Yup, we are talking about emojis.


Emojis give us an opportunity to connect with consumers and tell stories in a fun, informal and creative way. Sometimes it means more to say   than “very funny”.

In fact, 92% of the people use emojis and 30.4% uses them several times a day:

10 Lessons to use emojis for marketing - Emoji Report

Source: Adweek

You might be an emoji-fan or not, but the truth is that, over the years, more and more well-known brands are using emoticons. In this post, we bring you 8 Fun and Inspiring Examples of Emoji Marketing Campaigns to get you inspired.

1. Deadpool

Deadpool’s emoji marketing campaign is probably one of the biggest success of a marketing campaign using emojis.

According to Ryan Reynolds, the whole thing started as a pun in the WhatsApp group of the production members. Just a silly joke between colleagues who went crazy and decided to put it on the streets.

Even AdWeek called it “so stupid it’s genius”. The ad finally went viral and helped Deadpool break all the box office records for an R-rated movie.

10 Lessons to use emojis for marketing - Deadpool Emoji Campaign

2. Durex

There are many ways of suggesting sex using emojis, but there are no ways of suggesting safe-sex. Under this premise, Durex created a promotional campaign and an initiative in to ask for a condom emoji.

Durex found through a survey that 60% of young people are uncomfortable discussing safe sex and that 72% find it easier to express emotions using emojis. Based on these results, Durex decided to use emojis to promote safe sex (and their product) which lead to an increase in awareness and in positive brand perception.

3. Domino’s Pizza

Instead of using them to tell stories, Domino’s decided to use emojis to offer its customers greater convenience to order pizzas. They introduced a chatbot feature to allow customers to order using a single pizza emoji.

10 Lessons to use emojis for marketing - Dominos

Being fair, this solution for ordering pizza was not nearly as convenient as it was fun.

To be able to order a pizza through emojis, customers had to first set up a Domino’s account, choose their favourite pizza and link it to their Twitter account. Only then could they tweet Domino’s with the pizza emoji, get the pizza delivered.

However, just during the first day (before going viral), it was reported that more than 500 people across the US used the emoji ordering system. Additionally, this concept for delivering through emojis won a Titanium Grand Prix at the Cannes Lions International Festival of Creativity.

4. McDonald’s

Emojis can also be used to tell short stories and create positive feelings and that’s exactly what McDonald’s did with this emoji campaign.

Are you having a bad day? No worries, come to McDonald’s, have something to eat and have a good time.

10 Lessons to use emojis for marketing - McDonalds

The cool thing about this emoji marketing campaign is that they tell their stories just using emojis. They manage to be empathic with people who are having a bad day and make it funny by playing with stereotypes at the same time.

It proves that an idea doesn’t need to be complicated in order to be effective.

5. WWF


Do you know this guy:  ?

And, did you know it’s endangered in the real world?

In order to create awareness about animals who are in danger of extinction, WWF created 17 emojis of endangered animals and encouraged users to donate 10p every time they retweeted one.

WWF’s #EndangeredEmoji Twitter campaign received around 559,000 mentions and more than 59,000 signups in the first three months since it was released.

6. Disney

Together with Lucasfilm and Twitter, Disney created a bunch of hashtag-generated emojis to promote one of the most highly anticipated blockbusters of the year: Star Wars, The Force Awakens.

They chose two of the most iconic characters: C-3PO and a Stormtrooper. And added one of the new characters that were going to introduce in the movie the BB8 droid.


This campaign was very well received by the public (especially by Star Wars fans) and opened the gates to a new market opportunity for Twitter: the branded emojis.

We saw a lot of excitement around the Star Wars emojis. That drove quite a bit of interest from our partners around the possibility of creating an emoji for a brand. From there, we decided to explore this further. We really do believe in innovation through experimentation. That’s something that my group holds near and dear to our hearts. We believe that when you do experimentation in any campaign, the best campaigns start with insight. It’s pretty clear that people love emojis. From that insight, we felt that this is a clear opportunity.

Bridget Harvey. Senior manager at Twitter’s Brand Strategy Team

And now, some bad examples 

Although emojis can be used to tell stories and elicit emotions, a bad use of them can easily lead to a terrible campaign. And one that might go viral for the wrong reasons!

Here are two examples: Chevy and Diesel.

7. Chevy

You have probably received one of those emoji riddles that people send through WhatsApp. Something like this:

10 Lessons to use emojis for marketing - Emoji Riddle

A fun and entertaining use of emojis. Don’t you agree?

Chevy got inspired by this type of games and decided to do something similar, but they went too far… Far too far…

8. Diesel

I honestly have no words for this one #trendy.

10 Lessons to use emojis for marketing - Diesel

Let me know what you think in the comments.

The Future of Emojis

The value of emoji marketing increased significantly in May 2016, when Google made it possible for users to include them in their searches. Additionally, Business Insider reported that use of emojis in marketing grew by 775% in 2016.

This month, Apple presented a new type of emoji together with the new iPhone 8 and iPhone X. The animojis are animated versions of the popular emoji and use the face-scanning features of the iPhone X to create custom 3D versions based on your own facial expressions.

If you ask me, I think it’s going too far but what do you think? Are animojis a good invention? What other innovations do you foresee in the future of emojis? Let us know in the comments below!


  • Be sure of the meaning of the emojis you use.
  • Use emojis for real-time engagement.
  • Try to avoid cryptic and indecipherable messages.
  • If you can, use custom emojis strategically.
  • Only use emojis in the appropriate time and place.
  • Don’t follow Diesel’s example.

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