Opinion: Was House of Fraser’s Emojinal campaign alienating or inspired?

House of Fraser's emoji-led Twitter campaign caught its followers' attention, but whether it is part of a wider strategy remains to be seen.

House of Fraser launched an emoji-led Twitter takeover this week. The campaign may not have gone as planned but what lessons can be learned?

Subscription content

Please sign in now if you have a subscription

Retail Week

Subscribe now for full access or register now to continue reading

Retail Week is the most trusted source of business intelligence for the retail industry. Subscribe now to enjoy:

  • Unlimited access to Retail-Week.com
  • Expert analysis and in-depth industry reports
  • Exclusive newsletters and breaking news alerts
  • Retail Week magazine

Discover Retail Week subscribe now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.