Brands have eagerly jumped on the emoji bandwagon, but a United Kingdom YouGov survey has found that the majority of millennials think brands using emojis in their advertising are trying too hard.
According to a YouGov survey, 59 per cent of millennials say are turned off when they see brands using emojis in their ad campaigns. It’s a sentiment shared by all age groups:
Additional data shows that consumers who feel brands are going overboard with emojis are most likely to be males aged 50-64 and live in a suburb.
The report used Chevrolet campaign #CHEVYGOESEMOJI as an example of brands misunderstanding emoji use. The brand’s TV commercial that features various focus groups evaluating the 2016 Chevy Cruze using nothing but emojis.
Unfortunately for Chevrolet, 56 per cent of consumers who would consider purchasing a Chevrolet agree that businesses are trying too hard with emojis.
Here’s some brands using emojis:
— Goldman Sachs (@GoldmanSachs) March 6, 2015
— Durex Global (@durex) May 9, 2016
— House of Fraser (@houseoffraser) February 1, 2016