Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
Even the most creative chefs can turn any ingredients into a succinct recipe. Now try that with emojis.
Ikea, ever the inventive company with equally puzzling furniture assembly instructions, asked its 48,000 followers on Instagram to share ideas for new recipes, but the caveat was that they were only allowed to use five emojis. The winning combinations were turned into 15-second videos.
Ikea asked people to post pictures of their favorite plates (they didn’t have be from Ikea) with a mixture of emojis in the caption for its #новыеидеиготовить (“new ideas for cooking” in English) campaign.
“It was a great opportunity to cook delicious dishes from the most extraordinary ingredients: Not from food, but from a variety of emoji. Right from smartphones,” said a release from Ikea Russia. The campaign was to promote its “rentable kitchens” in Moscow and St. Petersburg, where customers can rent kitchen spaces and take cooking classes.
To interpret the puzzling array of emojis, Ikea worked with Russian food bloggers to comb through the 300 submissions and make 20 videos that were posted on its Instagram account.
Emojis were interpreted pretty creatively. For example, olive oil was used when someone proposed the tram emoji (because trams need oil) and the tornado emoji was interpreted as whisking. So a chicken, clouds, snowflake, tornado and squirrel combined to make brownies (with nuts), in this example below.
More in Marketing
Future of Marketing Briefing: AI’s branding problem is why marketers keep it off the label
The reputational downside is clearer than the branding upside, which makes discretion the safer strategy.
While holdcos build ‘death stars of content,’ indie creative agencies take alternative routes
Indie agencies and the holding company sector were once bound together. The Super Bowl and WPP’s latest remodeling plans show they’re heading in different directions.
How Boll & Branch leverages AI for operational and creative tasks
Boll & Branch first and foremost uses AI to manage workflows across teams.