Blog : emojis

Roses are red, Violets are blue, Valentine’s Day stunts, are they for you?

Roses are red, Violets are blue, Valentine’s Day stunts, are they for you?

It’s nearly that time of year again that fills so many of us with dread – Valentine’s Day. We all know that brands love to hijack seasonal events for their campaigns (think John Lewis Christmas) and Valentine’s Day is no exception. For some it’s a natural fit, a match made in PR heaven, but there is nothing worse than brands jumping on board the bandwagon just for the sake of it. House of Fraser? I’m talking to you.

The strongest brands know what they stand for and stick to what they represent irrespective of seasonal events. They stay focused on their core brand messages and drive towards clear brand objectives.

With that in mind and with V-day fast approaching, I took a look at some brands who have stayed true to their identity and created campaigns to make us weak at the knees. Saying that, I have to name and shame the brand which left us bitterly disappointed.

 

House or Fraser’s #emojinal disaster

03 Valentines- Article ImageThis week, House of Fraser has been ridiculed on Twitter after their newsfeed was transformed into an ‘Emojinal’ campaign featuring high-profile celebrities. The social media drive has left many of the brand’s 306,000 followers confused – with one user claiming the person in charge of the brand’s Twitter account must have ‘entrusted a 12-year-old with the password’. To make matters worse, they created and 1 minute video telling Will and Kate’s love story using nothing but emoji’s…the reaction? Not good. Many believe Emojinal is a masterclass on how to ruin a century-old upscale brand with one terrible social media campaign. House of Fraser, I think we need to go on a break.

We know House of Fraser got it wrong, but here are a few stunts we love…

 

Ikea offers a free cot…in 9 months

04 Valentines- Article ImageIn 2013, The Swedish homeware emporium offered the nation’s most efficient parents-to-be a free cot, just so long as their baby arrived nine months to the day from Valentine’s Day. The ad declared a limit of ‘one cot per baby’ with ‘delivery not included’. The campaign proved to be a success featured in the Daily Mail and shared over 10,000 times on social media.

 

Armed forces – going commando for Valentine’s Day

The Royal Navy kept the love alive for Valentine’s Day despite being thousands of miles from home. In a bid to boost their social media following, families used the ship’s Facebook page to post photos and letters to their loved ones – perhaps proving that distance (and a good campaign) can make the heart grow fonder.

01 Valentines- Article Image

 

Parisian Love by Google

02 Valentines- Article ImageThis heart-warming ad shows a man moving to Paris, falling in love with a French girl, getting married and starting a family – except you don’t see any human beings. The whole ad is conducted via Google searches. The video has had over 7,600,000 views and has been shared worldwide. You can watch the ad here.

So a word of advice this Valentine’s…don’t hijack calendar dates, news events and trends to follow the crowd because you could end up breaking up with the followers you have spent years building. Stick to what you believe in and never lose sight of your brand values and objectives. If it doesn’t feel right it probably isn’t, take a step back and save yourself getting too #emojinal.

Love, Emojis and Heroes – What’s Rockin’ 2016

Love, Emojis and Heroes – What’s Rockin’ 2016

2016 is the year of the consumer. Through all platforms, across all trends, the customer is claiming back their mind and their body and is in full control of their media space. So adapt or die.

Digital comes of age. It’s still the media juggernaut, but this year we’re digging deeper into the analytical matrix.

The consumption of digital content is through apps and is fully mobile. Our desire for portability and our rejection of always digesting information in real time is set to continue, so we must continually maximize content to match and strive to work out where, how and when.

What’s new this year is the way we’re evaluating our digital data and its impact on strategy, which aims to make social more viable and valuable. Businesses want ROI and so ‘likes’ and ‘shares’ aren’t enough. Although they demonstrate awareness, in 2016 we’re looking for love.

Creative virility is super for vanity, but advocacy now reigns supreme. Excellent consumer experience converts consumers to brand activists and thus maximises social connectivity. The focus is on follow through, so perpetuating the circle of client happiness and truth. Even our beloved emojis, (now used more than not) are to be scrutinized for the data they can yield. (Insert happy face with wrinkles, drinking a nice Riesling).

Content will see a further move away from static to video. Interactivity will keep your customers clicking in the appropriate direction. Understanding the right degree of personalization and making content relevant is crucial too. Know your platforms, be ready to pounce on the new. But the big technological trend that will impact content is virtual reality, already popping up on Facebook and YouTube with the emergence of 360 Video.

It’s an Olympic year, so sport and our pursuit of a healthy lifestyle are on the podium. Keep up with the gurus and influencers in this spectrum; the frontrunners will be worth their weight in gold. And let’s not forget there’s an American election in November so corporate and financial businesses should be on high alert with their spin on this.

Creativity, our stalwart, is always about the story leading the customer through the media jungle, entertaining and delighting them on the way and delivering them a happy ending. A campaign with a conscience is a seasonal vogue, but if there’s one thing that’s always in style, it’s an honest to goodness, strategically grounded, fantastic idea.

Our affection of all things seventies has been turbo boosted into the stratosphere with the sad death of David Bowie. As music is fashion and fashion is music and Bowie’s creative brilliance is the embodiment of both, never has he been so culturally pertinent. See his genius penetrate through both artistic mediums and long may it continue.

And that’s it, health and prosperity (with a bit of strategy, innovation, creativity and integration) for 2016 from Stripe HQ.