NEW YORK: Dell, the technology group, has successfully shown how emojis can be used to support a wider campaign message, rather than simply being a form of standalone experimentation.
At Advertising Week 2015 in New York, Erin Lin, a mobile marketing consultant at Dell discussed the branded "stickers" it had rolled out for apps like Kik during the back-to-school period.
More specifically, she reported that the company's first foray with emojis played directly into its "Learn it. Share it" campaign, where young influencers in various fields sought to inspire the teenage audience.
"We have teen influencers that have a lot of social followers," she said. (For more, including results, read Warc's exclusive report: Emojis spread Dell's back-to-school message.)
"This tied back really well to our campaign, because our campaign was 'Learn it, share it' – so it has a really strong social and sharing aspect.
"So the sharing part of emoji totally makes sense. And we wanted to drive engagement, and we know that messaging apps definitely drive great engagement."
Dell's pack of "stickers" typically involved a cartoon teen holding one of the company's products – and reflected simple sentiments like "Hey", "LOL" and "Miss you".
"The way they chat is, literally, someone will type a sentence, and other people will follow with ten different stickers. That's how they communicate with each other," said Lin.
"Then another sentence, and another eight different stickers. That's really how young people are talking to each other now."
And when it came to determining whether its emojis were playing a role in these conversations, Dell could draw on a variety of measures.
"There are a few metrics that we talk about. One is how fast people download a certain number of packs of stickers," Lin told the Advertising Week assembly.
"That shows how attractive they are to the consumer initially. And the second portion is shares per download: that shows how engaged they are. And the third part is definitely the time spent," she said. "It's really great performance."
Data sourced from Warc