House of Fraser is aiming to make an impact on the mobile generation with a new campaign centred around Emojis in the lead up to Valentine's Day, based on research by Bangor University that revealed that 72 per cent of 18-25 year olds find it easier to show their feelings with Emojis than words.
As part of the campaign, the departments store's social media channels will replaced all their text and imagery with Emojis, as will elements of the brand's websites, encouraging consumers to interact using the colourful symbols.
Followers on Twitter and Facebook will be asked to crack codes made up from a sequence of Emojis which symbolise a romantic comedy film, with successful entrants earning an exclusive 10 per cent discount to spend online, while the brand's social media team have translated some of the most famous love stories throughout the ages into Emoji, which will be shared as video clips.
"Emojis have become such an integral part of the way people communicate on their mobile phones," said Aaron Foster, head of PR, social media and events at House of Fraser. "One symbol is sometimes all you need to get across exactly what you want to say. We wantd to try something less traditional for Valentine's Day this year in order to engage with a younger audience."