July 2017
Goal
In 2016 I developed the idea for Skidmoji, a custom Skidmore emoji keyboard. I oversaw the process, from enlisting a student to program and deploy the app to working with a graphic designer on each Skidmoji.
July 17th is #WorldEmojiDay, where social media users will populate their tweets and other social media posts with emoji to get their point across. This campaign promoted the new app by leveraging this “holiday.”
Method
A story was developed on Skidmore College’s Snapchat to encourage users to create their own Skidmoji Snapchat stickers. A Twitter campaign was also developed to leverage the promoted hashtag (#WorldEmojiDay) on the platform.
Responsibilities
- Develop idea for Skidmoji keyboard
- Hire developer and graphic designer, oversee implementation of Skidmoji keyboard
- Create advertisements and set budget
Results
The Snapchat story encouraged viewers to screenshot a series of Skidmoji in order to create “stickers” within the app, which resulted in a 20% engagement rate and 43% conversion rate over the 24 hours the story was available.
Efforts on Twitter resulted in over 84,000 impressions and a 0.2% conversion rate. Overall, the app saw 140 new downloads in 24 hours; nearly triple the average daily download rate.