At a time when brands are competing for audiences who have more distractions and shorter attention spans, emojis cut through the clutter and for GE, help simplify science to reach a mass community. Since its 2014 Snapchat launch, EmojiScience has been GE's top-performing social campaign with 1.9 billion earned media impressions.
In 2015, we built out the Emoji Science program into a year-long initiative by expanding it into a GE x Mashable Bill Nye video series, building an interactive Tumblr page, and partnering with the National Science Foundation to create downloadable Emoji Science Lesson Plans for teachers, all while creating engaging content with emoji across GE's Facebook, Twitter and Snapchat channels during pop culture moments, such as Comic Con, #WorldEmojiDay and May the 4th (Star Wars Day).
Client: General Electric
Agency: VaynerMedia
Role: Art Direction / Design / Animation
Periodically (no pun intended) the Emoji Table of Elements would be re-skinned in accordance with priority science themes for that month. For Comic con, we added a new section to the table, featuring a team of three newly designed emoji “superheroes” that tie back to the main properties of GE’s supermaterials: water (Superhydrophobic Woman), wind (Carbon Fiber Crusader) & air (Captain CMC).
Users can hover over each super element to open an an emoji-infused comic book explanation of what the corresponding GE material does. We then created a custom Imoji collection as an option for users to share their support for each individual superhero that drives to our larger sharable page.
