Snaps, which helps marketers
engage with consumers’ social worlds with branded emojis, has unveiled a new content management system for messaging campaigns.
Marketers can use the CMS to create and execute campaigns
across a number of mobile messaging apps that have partnered with Snaps to make branded emojis, stickers, GIFs, and videos available to their users.
The new Snaps CMS enables marketers to
optimize their branded symbol keyboards in real time, for example by altering or adding creative based on consumer response and usage patterns. The CMS also offers a new analytics dashboard offering
data on app launches, install numbers, and trending content, by content type.
A preview function allows marketers to review their branded content before distributing it. Finally, a push
notification manager enables brands to alert audiences, with messages segmented by device.
Also this week, Snaps announced the launch of its first branded keyboard on the Tango messaging
platform, as part of a campaign for Lifetime’s new TV series, UnReal. Snaps already has partnerships with other messaging apps, including Kik and Kanvas, and claims to reach a total audience of
400 million active monthly users.
According to the company, consumers who use its keyboards send an average of 14 to 16 pieces of branded content in messages.
In April, Snaps announced
that it had raised $6.5 million in a new round of funding, following emoji campaigns for brands including Burger King, Time Inc.’s Food & Wine, Comedy Central, The Houston Rockets,
Nickelodeon, Victoria’s Secret, Sony Pictures Entertainment and VH1.
Snaps is just one of a number of companies offering branded emojis.
This week, WARC reported that MillerCoors
experienced positive results when it partnered with Swyft Media to distribute emojis in campaigns for Coors Lite and Miller Lite. MillerCoors digital marketing manager Dilini Fernando told the
audience at the Mobile Media Summit in New York that the branded emojis often became the subject of consumer conversations.