On our marketing courses, we often explore the impact of social media in marketing campaigns and how social sites can be used to generate a buzz about a brand. Facebook is in a constant state of development, and likes to keep marketers on their toes - and their recent addition of ‘reactions’ has caused quite a stir.
Here’s an overview of how big brands have responded to these new emojis… and why they’re beneficial in your next marketing campaign.
The Best Responses From Big Brands
Many of the world’s best known brands responded to Facebook’s new ‘reaction’ system – but we think these businesses particularly nailed it in their social media marketing.
Snickers chocolate bars responded with a bold, high-impact social media ad – featuring their usual chocolate bar; but instead of ‘snickers’, the wrapping was illustrated with the word ‘cranky’. Underneath, their ad read: ‘If you’re clicking the angry button on every Facebook post, you’re probably hungry #eatASNICKERS’.
It was a simple, humorous, attention-grabbing campaign, which resonated with social media users – particularly those who related to the sentiment!
Multi-national company Samsung responded to the Facebook reactions by modifying them for their own campaign. In the video ad content, the four reaction emojis (anger, sadness, happiness and ‘wow’) were all shown wearing Samsung’s virtual reality headpiece.
This campaign not only tapped into the highly relevant Facebook emojis, but also emphasised the emotional response their customers had when using their technology – instantly relating their products to the young, tech-loving, social media-savvy audience.
3. Atlanta Braves
The US baseball team, the Atlanta Braves, put Facebook reactions to excellent use in a recent ad campaign. They used the four main emotion emojis, plus the ‘like’ and ‘love’ button, then placed images of key baseball players above each one. Underneath, they included the tongue-in-cheek caption: ‘If they let us design #Facebookreactions…’
This highly visual ad campaign was designed to immediately resonate with baseball fans, who would already be familiar with the players featured in the ad. This connection would serve to strengthen loyalty amongst their fan-base, whilst promoting their brand as a playful, social media-friendly team.
Yet another chocolate bar put Facebook reactions to excellent use. Against a red background (their brand colour), the company placed all four emotion emojis, plus the ‘like’ and ‘love’ button – then above them, wrote amusing captions relating to each image. For example, above ‘angry’, they included the caption ‘that’s not how you eat a Kit-Kat!’
The use of brand colours immediately links the company to Facebook – creating a powerful connection between social media and the chocolate bar. By using this form of advertising, Kit-Kat are deliberately reaching out to their target demographic – young, social media fans.
Why Does This Form of Marketing Work?
Marketing is always most effective when it’s relevant and current. By adopting an approach that relates to something on-trend or of public interest, you’re that much more likely to resonate with your target audience – which is exactly the result you want.
By embracing Facebook reactions, brands are simply responding to one of the key truths in marketing – social media is one of the most effective ways of reaching out to the younger demographic; in particular, the millennials.
The Rise of the Emoji
As for emojis? Well, according to a recent study undertaken by Emogi (a brand engagement company), a staggering 92% of people are now using emojis – and it’s not just younger people that have adopted them. 72% of under 25 year olds use them, and interestingly, 62% of people aged 35 or older are using them too!
As a result, it’s hardly surprising that big brands are adopting emojis as part of their marketing campaigns. According to Socialbakers, by the end of 2015, 59% of the world’s biggest companies were using emojis in their Twitter posts. 40% were using them in their Facebook posts.
If the multi-nationals are placing importance on emojis, it makes sense for all marketing professionals to do the same.
Marketing Courses at LSM
Marketing is an endlessly fascinating field – not least because it’s in a constant state of change. Our marketing courses provide valuable insight into the ever-shifting world of marketing, whilst providing you with key skills to market successfully in your future career.
If you’d like to find out more about our marketing qualifications, simply visit LSM’s website today.