Toyota Targets More Than 80 Twitter Ads Based on Emoji Use
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If a person’s emoji usage indicates he or she is in a relaxed mood, this one would likely be sent:
The emoji targeting is paired with Twitter technology that allows brands to also target people based on interests and behaviors exhibited via their Twitter usage. Toyota’s targeting does not specifically go after people in the market to buy cars because the campaign is meant to raise awareness, not necessarily close the deal. The videos feature 13 core storylines but the total number balloons to 83 because specific vehicle features are also layered in. For instance, one version of a video showing the glasses-wearing emoji head called “Geeking Out” plugs “Wi-Fi Connect powered by Verizon.”
“With so much noise on digital platforms we wanted to create a campaign that was not only targeted but that connected to the user,” says Chris Pierantozzi, executive creative director of digital for Saatchi & Saatchi L.A.
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