Ellen.

Emoji Launch Campaign.

For this launch campaign, we wanted to change things up.

Knowing that promotion for Ellen would be partially preempted by the Summer Olympic Games in Rio, we decided that less was more. To stand out amid the noise, we took the clean and simple visual language of the show and developed a custom set of Ellen emojis, using them to do the heavy lifting of promoting the season premiere.

We debuted these spots on-air, digitially, and over the show’s social channels in a phased rollout over the summer. Simultaneously, my team also coordinated with our partners at Ellen digital to release custom Ellen emojis for fans to install on their own mobile devices.

We rolled out this campaign in phases starting just before the Summer Games, then with increasing intensity leading up to her September premiere.