Emojis deliver brand benefits for 1-800-Flowers

This event report describes a Mother's Day campaign from 1-800-Flowers which used emojis to engage consumers and encourage purchase.

Emojis deliver brand benefits for 1-800-Flowers

Stephen WhitesideWarc

Few occasions can match Mother's Day when it comes to driving revenue for 1-800-Flowers.

And in the run up to this year's annual sales bonanza of bouquets and gift baskets, the company decided to test whether emojis might translate the pleasure of giving and receiving these tokens of affection into a fun and immediate digital form, boosting its business as a result.

Its partner in this endeavour was Swyft Media, a firm specialising in creating and distributing brand emoticons – pictographic images like smiley faces and thumbs up symbols which...

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