OREO // OREO MINI-MOJIS

The cutest (E)mojis that could have been!

Thought of and created back in 2014, most of this campaign: Emoji suggestions, 3D-assets, Web Structure, Web Functionality and UX, Social Launch Strategy, Content Calendars, etc was done. But for various reasons, the launch never happened :( This is what I managed to salvage from various folders for you to enjoy. Because we all need more emoji in our lives.

See the big potential in small things.

For years emoji have been the smallest, most ignored way to express big emotion. In 2014 they were in the zeitgeist more than ever before. We wanted to show their potential to bring wonder to the world in a big way. Our suggestion was the OREO Mini – Mini-Mojis.

Powered by the Internets.

Through social listening, we curated and gathered the Internet’s 30 most wanted emoji. Then we asked Radio to help us design them into awesome icons.

Small talk.

But before launching these new emoji on the world, we wanted to tease our campaign by letting people know a little bit about what was about to happen.

We started the teasing on Oreo’s global Twitter account with emoji-only tweets and then followed up with miniaturized superscript tweets to get our fans in a mini state of mind.

Letting everyone decide.

Since we knew that we probably couldn’t get all 30 emoji approved by the Unicode Consortium (the official body that decides and implements emoji and dingbats into our phones) we decided to let our fans vote on which emoji we’d submit full applications for.

The site voting logic was simple. Just click YES to the ones you like, or MEH if you’re not feeling it. We also had an awesome on-the-go-vote mobile version where you in true Tinder style could swipe right or left to say YES or MEH to the Mini-Mojis.

Sharing the pride.

And after you voted, you could easily share all the emoji you want to see come alive across all social media channels. This way, we could create little mini campaigns for each Mini-Moji and its hopeful supporters.

After Oreo and Emoji fans have had their say, we will submit the top-voted emoji to the Unicode Consortium together with proof of how many people engaged with the campaign. All to ensure that these little icons make it into our phones.