Don’t be so Emojinal

Idea

House of Fraser launched ‘Emojinal ’, a social campaign aimed at getting people to engage with the brand via social media. To kick this off, it tweeted a picture of Kanye West with Kim Kardashian, inserting a peach on her derriere with the caption ‘practice what you peach’. The retailer also tweeted pictures of model Gigi Hadid with a photoshopped hen with a caption reading that she was “out on the town with her chicks”. These tweets made some users wonder if the account had been hacked by a 12 year-old

What We Didn't Like

House of Fraser did not add any value to the Twittersphere. The images and tweets seemed very random and had no natural link to the brand

Learnings

When launching social campaigns, think about how you can get your messages across in an authentic way