​Since the introduction of the Emoji, brands have tried co-opting their popularity to drive social media buzz. They’ve even gone so far as petitioning to get their own branded Emojis. But Jeep had a different problem. Unicode, the global authority on Emojis, had already assigned Jeep its version of an SUV emoji since Jeep is synonymous with SUV around the world. We saw this as an opportunity to flip the emoji game on its head by being the first brand to actually give back an emoji. All while reinforcing the true spirit of the Jeep brand. Social listening proved fans agreed – even inspiring our #ThisIsNotJeep social campaign. A few million tweets later, and with the update of Unicode’s 2019 Emoji set, the link between Jeep and the blue SUV emoji was finally removed. We celebrated the loss as a victory and the fans and press celebrated with us. The social media initiative generated +280,180,955MM PR Impressions, +3,381,456MM social media shares, and 0 Jeep branded emojis. 

And we drove off with one of Jeep’s most successful social initiatives, ever.