In July 2015, House of Fraser was named among the UK retailers providing the best online experience for customers, nestled snugly in second place between Thomson and Tesco.
In a world where consumers have increasing options and decreasing patience, the firms were hailed for the rapid speeds of their websites.
Fast-forward several months to 2016 and the online omnipotence appears to have gone to the heads of those responsible for House of Fraser’s digital marketing.
In what could have been confused for April Fools’ Day, the department store kicked Monday 1 February off with a Twitter campaign dubbed #Emojinal. The hashtag trended on the social network, but mainly because people were bewildered with what the firm was attempting to accomplish.
I think @houseoffraser have really missed the point with their #Emojinal campaign. The tweets don’t even make sense or have ANY context?
— Francesca Ward (@frantic_yo) February 1, 2016
The @houseoffraser #emojinal campaign is like when a mum first gets a smartphone & can’t resist using all the things https://t.co/hPUdW3qH1e
— Damien Cross (@DC_F1) February 1, 2016
Seemingly the campaign, which fused countless numbers of emojis into tweets and across celebrity images, was an attempt to invoke feelings of love and happiness ahead of Valentine’s Day.
Familiar faces unwittingly roped into the initiative included Kanye West, Kim Kardashian, Chelsea FC’s John Terry, model Adriana Lima, One Direction, Leo DiCaprio and Kate Winslet.
Practice what you peach @KanyeWest! ud83dude02 pic.twitter.com/yt6UQALdMv
— House of Fraser (@houseoffraser) February 1, 2016
Don’t worry John we’ve got your fairytale ending right here! @ChelseaFC #DeadlineDay #PrincessJohn pic.twitter.com/EHlfaBSSHY
— House of Fraser (@houseoffraser) February 1, 2016
HARRY Birthday HAPPY Styles! ud83cudf70ud83cudf89@Harry_Styles #HappyBirthdayHarryStyles #EMOJINAL pic.twitter.com/DIJ5EJQOyW
— House of Fraser (@houseoffraser) February 1, 2016
Talk about #MondayMotivation @AdrianaLima! #Emojinal pic.twitter.com/e25sqfyENB
— House of Fraser (@houseoffraser) February 1, 2016
Read more on social media campaigns:
- How Instagram enabled small UK businesses to recruit, grow sales and boost brands
- The five best Blue Monday marketing campaigns created by big brands
- Peculiar customer service moments that were powered by Twitter
A microsite, www.emojinal.co.uk, is now live and acting as the home of an emoji-based quiz – the prize appears to be a ten per cent discount.
@houseoffraser thanks mum! ud83dude01ud83dude18ud83dudc4dud83cudffb all those nights watching movies and overusing emojis finally paid off! pic.twitter.com/IkOuwlAWVn
— April Potterton (@aprilminnie) February 1, 2016
While the customer above appears to be happy with her award, the majority of the Twitter community appeared to be utterly bamboozled by the crusade and many users believed House of Fraser would declare a hacking scandal.
If you were going to be hacked, you’d want the @houseoffraser hackers. Actually pretty funny. #emojinal ud83dude48ud83dude00ud83dude2cud83eudd13ud83dudc83ud83dudc40ud83dude33
— Ruth Crilly (@modelrecommends) February 1, 2016
I can’t wait to find out where this god awful @houseoffraser #emojinal campaign goes. Elaborate hack? or social media sack? #allprisgoodpr?
— Kate Barton (@KateBarton85) February 1, 2016
Just caught up on the @houseoffraser #emojinal stunt/hack. Whatever they’ve had, I’d like some.
— Lizi Legge (@GlassesGirl3) February 1, 2016
Other Twitter users did not hold back when it came to sharing their thoughts on the campaign…
No matter how bad your Monday is, remember this, you’re not in charge of @houseoffraser‘s Twitter feedud83dude02 #Emojinal
— Chloe Salisbury (@chloesway) February 1, 2016
Stumbling into the #Emojinal hashtag. pic.twitter.com/JvQlSXYwX6
— Rooftop Film Club (@rooftopfilmclub) February 1, 2016
Whats worse; someone pitched #emojinal or someone approved it? (@houseoffraser )
— Jason Dexter (@iamjasondexter) February 1, 2016
Young folk of Twitter, does @houseoffraser‘s #Emojinal thing make you want to spend ud83dudcb7? Because it makes me want to hide in @johnlewisretail
— Sean Craddock (@seany85) February 1, 2016
The ironic use of @houseoffraser‘s own campaign imagery to describe everyone’s reaction to their #emojinal PR stunt pic.twitter.com/hMkhA75APE
— Roxanne Parker (@MissRoxyParker) February 1, 2016
This should be genius…if your target audience are 12 year olds #Emojinal #Houseoffraser https://t.co/jBL0wwlFar
— Roxanne Parker (@MissRoxyParker) February 1, 2016
Delivering the final blows were these two users, with their ominous talk of destroying and ruining the brand’s image…
How to ruin a century-old upscale brand with one terrible social media campaign. Sorry @houseoffraser #Emojinal
— Jacquie van der Veur (@jacquievan) February 1, 2016
It’s been #Emojinal watching a strong brand destroy itself https://t.co/qK5A38wkwF
— Guy Murphy (@GuyMurphyComms) February 2, 2016
But what was your take on the campaign – genius or idiotic? Let us know.
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