In China, where long working hours can make it difficult for parents to stay connected with their kids, Oreo harnessed emojis to facilitate more family bonding. Using WeChat, China’s popular messaging platform, the Mondelēz brand allowed users to create emoji characters that incorporated photos of themselves or their kids, as well as celebrities. Users could choose from various templates and actions, including animations. Consumers could also project their emojis onto the screens at Oreo bus shelters and print out stickers of their creations.
The emojis proved a hit—more than 99 million were created over the course of the 11-week campaign. While Oreo appears to be the first marketer to let people emojify themselves, brands including Honda and Singapore’s SingTel have done various clever things with these teeny images as communications become much more visually driven. Given their whimsical appeal across generations, emojis were a smart way for Oreo to expand its positioning as a brand that brings parents and kids together, in this case finding a way to drive a mobile connection for absent parents.