Coffee giant improves engagement and view-through rate by targeting emoji on Twitter

Jun 13, 2018

Background

An American coffee company and coffeehouse chain, the brand operates over 26,000 locations across the world.

Challenge

The coffee brand has always believed in the importance of social advertising to increase its awareness. As a result of its always-on social presence, the brand consistently needs new and innovative solutions for reaching their target audience with the most relevant creative. It’s media agency, Manning Gottlieb, looked to 4C for targeting recommendations for the U.K. launch of one of its iconic seasonal products.

Solution

Over 110 billion emoji have been tweeted since 2014. Unlike the native Twitter platform, Scope by 4C supports emoji targeting as a form of keyword targeting for advertisers. Partnered with 4C, the agency team was able to leverage emoji targeting for the brand, ensuring the brand could target audiences who had recently posted or interacted with tweets featuring emoji.

Results

Using emoji targeting, the coffee brand delivered over 800,000 impressions on Twitter with stronger engagement and view-through rates than non-emoji-targeted ads.