Jeep.
This is Not Jeep.

When an emoji didn't cut it for a legendary brand like Jeep, the only thing to do was give it back. We launched #ThisisnotaJeep campaign to create a social and cultural wave of resistance. It worked.

Overview.

#ThisisnotaJeep.

Every brand wants their own emoji, but when Jeep was assigned a little blue car emoji without consultation, it was decidedly not a Jeep. So we gave it back.

Jeep was assigned to the blue SUV emoji by Unicode Consortium, the global authority on emoji creation and standardization—which meant, without asking for it, when users entered the word Jeep into an iPhone or Android device, the little blue car emoji was suggested as a replacement. It didn't reflect the brand, so Jeep was the first brand to actually give their emoji back. We wanted to reinforce Jeep’s brand promise and celebrate the loss as a victory with Jeep fans. Our goal was to seize a cultural moment and generate social media buzz, PR recognition, and ultimately fuel Jeep fandom by declaring #ThisIsNotJeep.

A few million tweets later and the update of Unicode’s 2019 Emoji set, the link between Jeep and the blue SUV emoji was finally removed. We shared 10 social videos showcasing the blue emoji in classic adventure landscapes that are native to the Jeep brand and its vehicles. Overall, the campaign generated over 280M+ PR Impressions, and 381M+ social media shares, activations and real-time moment-based response content strategies.

Reel.

This is not Jeep.
01:23Reel

Play.

Work.

  • Campaign.
  • Social.

Solution.

Social listening proved that Jeep fans agreed the little blue emoji could never represent the true spirit of Jeep vehicles, the worlds greatest adventure machines. While other brands were chasing press by being associated WITH emojis, we recognized this as a unique opportunity to be the first brand to actually GIVE AN EMOJI BACK. To pull off this “emoji u-turn,” we took our message to the three social platforms where our target engages most and where a groundswell against the imposter emoji had already begun to simmer.

Our video content helped to galvanize our fans and fuel their protest. We retweeted and replied to fans who were outraged, letting them know that we stood with them in solidarity against the imposter emoji. We even called out brands like Unicode and Apple to let them know that their little blue cartoon car had nothing to do with us. And when the emoji was removed, we engaged with celebration, thanking fans for fighting the good fight. By letting the world know that Jeep was the first brand to officially go “emoji free” we gave the press a new angle in which to view and report our “loss.”

Outcomes.
230M+
PR impressions.
381M+
Social media shares.

Jeep fans have voiced "dismay" over an emoji that "misrepresented" the brand. The Jeep brand is opposed to this emoji being connected with its name and we're happy the association has been removed from the latest iOS update.


Olivier Francois, FCA Chief Marketing Officer.

Award & Press.

Press.
  • Shorty Awards Top Winner - Emojis Category
  • Shorty Awards Gold - Best in Automotive
  • One Show Gold Pencil - Auto Category

Squirrel Nuts.
Ruby Royale.

Squirrel Nuts wanted to shake up how they introduced their newest Valentine's day themed flavor, Ruby Royale. So we called Latrice.