How did the Finland emoji campaign become a huge success?

Shouldn’t Finland be known as a digitally savvy and fun country? Yes, says Jenita Cresswell, Managing Editor leading the thisisFINLAND team that created Finland its own set of national emojis as the first country in the world. Global attention was huge in both traditional and social media. Result? The biggest ever PR case for Finland.

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22.2.2017 16:30 – 22.2.2017 18:00

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Shouldn’t Finland be known as a digitally savvy and fun country? We thought so. That’s why we helped make Finland the first country in the world to have its own set of national emojis. Global attention was huge in both traditional and social media. Result? The biggest ever PR case for Finland.

All of the PR and communications for the emoji campaign was done in-house by the thisisFINLAND team, part of the Ministry for Foreign Affairs of Finland. At the end of 2015 the team published a set of Finland emoji as a part of the yearly Christmas calendar. We also developed a customized keyboard app so everyone could use them. Finland emoji illustrate hard-to-describe Finnish emotions in a tongue-in-cheek way.

By the end of 2015 the emojis were covered in 2000 stories in the global media from Time, CNN, The Guardian, Washington Post, BBC, NHK, Fox News, AP, Reuters, Dagens Nyheter to Wired and Huffington Post. On their launch day, Finland emoji were trending on Twitter with a reach of over 3 million. The emoji reached 154 million people worldwide through traditional media and the earned media value was 3,8 million euros. And it was all organic.

The Finland emoji continue their lives not only in the Finland emoji app and mobile conversation but also around us. The emoji are featured in Finnish Trivial Pursuit questions, high school books, scientific research, and as different products such as reflectors and postcards, to name a few examples.

The Finland emoji has triumphed in several awards such as Digital Communications Awards in Berlin as well as MTL Communications Awards, Vuoden huiput and Grand One here in Finland. The biggest victory is yet to come: two of the Finland emoji, the sauna-goer and the woolly socks, will be included in the Unicode standard in the next release.

Jenita Cresswell was the Managing Editor leading the thisisFINLAND team that created the Finland emoji. Currently Jenita is running the digital & communications network in Wärtsilä Europe and Africa.

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