#ThisIsNotJeep
Jeep emoji.
Jeep makes an emoji U-turn.
Every brand wants their own emoji. But the global authority on emojis, Unicode, automatically assigned Jeep an SUV emoji without them even asking. Yes, Jeep is synonymous with SUV, but this was an emoji Jeep never asked for, or wanted. Because a little blue emoji could never represent the true spirit of the Jeep brand.
Findings.
Problem.
In an effort to join the social conversation, brands have tried to co-op a whole range of emojis for their own benefit. Automotive company Jeep had a different problem - Unicode had already assigned Jeep a little blue emoji - an emoji they didn’t ask for or or want.
Insight.
Social listening proved that Jeep fans agreed that the little blue emoji could never represent the true spirit of Jeep. It was the least capable emoji ever.
Strategy.
We recognized this as a unique moment to reinforce Jeep’s brand promise by giving back our emoji, and celebrating the loss as a victory for the Jeep brand.
Idea.
Make an emoji U-turn, taking to social to engage our loyal fans with sharable videos, images and gifs, all aligning with the fact that this little blue emoji is totally incapable of off-roading.
Jeep. Now emoji free.
Campaign overview.
Results.
With zero media spend, our initiative received:
+250MM
PR impressions.
Major news outlets jumped into the fray.
+25MM
Social media shares.
Our loyal Jeep fans helped spread the news.
98%
Pure love.
The fans were feeling it, with 98% positive comments.
0
Jeep brand emojis.
While other brands are begging for their own emojis, we couldn’t be happier to part ways with the little blue car.
Press Coverage
“Apple drops ‘Jeep’ from emoji search, and Jeep loves it”
CNN
"Jeep is liberated from an ‘imposter’ emoji and celebrates with ‘#ThisIsNotJeep’ campaign."
Ad Age
"Jeep Convinced Apple to Stop Calling Its Little Blue Crossover Emoji a Jeep"
The Drive
"Why Jeep Is One Brand That's Happy Not to Have Its Own Emoji."
Muse by Cleo
"Jeep celebrates being emoji-free after Apple boots imposter from iOS"
Digital Trends
"Apple drops 'Jeep' from emoji search, and Jeep loves it"
Fox News
“Jeep says buh-bye to blue emoji imposter”
Detroit Free Press
“Jeep, liberated from Apple emoji, celebrates with new campaign”
Auto News
“Jeep Applauds Apple For Setting It Free From ‘Imposter’ Emoji”
Design Taxi
