Wall's Uses Emojis to Empower European and Latin American Young Adults to Share Their Passion for Ice Cream Across Messaging Applications
NEW YORK, Oct. 5, 2015 /PRNewswire/ -- Snaps, the first end-to-end marketing platform for mobile messaging, today announced it is working with Unilever to promote its popular ice cream brand, Wall's, during the changing seasons in both hemispheres. In the European market Wall's will be using its keyboard to engage with younger audiences during the back to school season. In Latin America, Wall's will be encouraging peer-to-peer sharing on messaging applications to make ice cream top-of-mind as the weather warms up for summer. Wall's is the first Unilever brand to launch a keyboard to feature emojis, stickers and GIFs to drive engagement with young adults, who are extremely active across messaging.
"Emojis are a universal currency for communicating. Unlike written language, people understand what it means to share a smiley, a heart or an airplane," said Christian Brucculeri, CEO of Snaps. "Working with Unilever to provide brand experiences that can be universally understood, globally, is an amazing win for Snaps and Wall's."
As part of the Goodbye Serious campaign, the Wall's Keyboard includes over 50 emojis, stickers and GIFs that feature all of the Wall's Ice Cream flavors with popular sayings such as "LOL" and "YOLO" and campaign lines such as "Mind the Toes" and "You're Making Me Melt." The strategic objective of the campaign is to reach young adults in their most widely and most often used channel, messaging, with Wall's content that is humorous and conversational. The keyboard can be found in the Apple iTunes or Google Play stores.
"This partnership with Snaps is a great example of how Unilever is partnering with start-ups through the Unilever Foundry to take them from 'start-up' to 'scale-up'," said Jeremy Basset, Head of Unilever Foundry. "What's exciting about Snaps is it puts our brands at the heart of the conversation, helping us move from interruptive advertising to interactive brand engagement."
The relationship between the two companies began when Snaps was selected as one of Unilever's Foundry 50 at the Cannes Lion Festival earlier this year.
The Snaps mobile messaging platform gives our clients access to the 2 billion monthly active users in mobile messaging apps. Viacom, NBA, NHL, Warner Bros. Pictures, Victoria's Secret, Pepsi and many other brands leverage Snaps' branded keyboards, content management tools and partnerships with the largest messaging apps in the world to publish their content, drive viral sharing and monetize audiences.
ABOUT THE UNILEVER FOUNDRY:
The Unilever Foundry (www.unilever.com/foundry) provides a single entry-point for innovative startups seeking to partner with Unilever, enabling the company's global brands to experiment with and pilot new technologies more efficiently, effectively and speedily. It provides startups and entrepreneurs the opportunity to develop and work on global projects, access mentoring from marketing professionals, and tap into funding through Unilever Ventures. Startups are invited to apply to be part of the Unilever Foundry through visiting http://foundry.unilever.com/projects/. More details on Unilever's Sustainable Living Plan can be found here: http://www.unilever.com/sustainable-living-2014/
The Foundry (Unilever.com/foundry) works closely with Unilever Ventures, the Venture capital arm of Unilever. Unilever Ventures invests in early stage companies that could become strategically relevant to Unilever and can benefit from access to Unilever's assets and capabilities. One of the key areas of investment for Unilever Ventures is Digital Marketing, encompassing marketing services business with a focus on mobile marketing, digital media and video, social media, content creation, eCommerce, shopper marketing and big data. Recent examples include Yummly and Brandtone.