Meet Brutmoji an evolution of our iconic mascot

OVERVIEW

ORIGIN: The initial Brutmoji (LOL) was created as an entertaining addition to fun photos and animations used across our athletics social media channels

Examples from the profiles of "America's Most Followed Mascot" on social media @Brutus_Buckeye...

POPULARITY: in gauging fan response to the roll out of 'LOL Brutus' we quickly moved to implement an initial pack of Brutmojis ...
We celebrated by engaging our fans to share the new Brutmojis on social media and directed them to OhioStateBuckeyes.com where all Brutmojis were available for mobile and desktop download
DEMAND: Soon popularity boomed during football season, through the bowl game and into the spring for basketball, hockey, baseball and more
THIS happened ...

EMOJIS EVERYWHERE

MARKETING DIVE: More than a gimmick? How emojis might find lasting marketing appeal

BRUTMOJI EVOLUTION: WORLD EMOJI DAY JULY 2016

Capitalizing on the global day for emojis, we introduced our starter pack of eight Brutmojis to Buckeye fans in July with resounding cheers for more, more, more!
CHECK THIS OUT: Many fans began tagging friends & family in comments to share Brutmojis...

BRUTMOJI EVOLUTION: YOURMOJI APP

Answering their calls, we expanded our collection to include a dozen additional Brutmoji designs through a "Fiestamojis" spin-off surrounding the College Football Playoff. We employed these new Brutmojis as a launching point to introduce an easier way for fans to share via the YourMoji app.
App statistics from Dec. 29 rollout through bowl game
  • 78.4K total shares
  • 11.3K users on iMessage YourMoji keyboard (iOS)
  • 2.6K users on YourMoji app (Android)

BRUTMOJI EVOLUTION: SNAPCHAT STICKERS

Early in 2017, we broadened our Brutmoji reach to include Snapchat. We developed custom sticker bundles that fans can cut out, save and add to their snaps!

ANALYTICS

Combined stats from launches of each Brutmoji campaign on Facebook
  • 4M people reached
  • 40K link clicks
  • 15K reactions, comments or shares
Combined stats from launches of each Brutmoji campaign on Twitter
  • 650K impressions
  • 21K engaged users
  • 5K link clicks
Combined stats from launches of each Brutmoji campaign on Instagram
  • 390K impressions
  • 314K unique accounts reached
  • 17K engaged users
OhioStateBuckeyes.com/brutus-emoji
  • 63K page views
  • 74.3 percent of visits greater than one minute
  • Average time spent: four minutes (OhioStateBuckeyes.com average is two minutes)

Further Brutmoji Expansion?

We set out to place an engaging, communicative, fun element into the digital space utilizing our popular mascot Brutus Buckeye. Our goal has been exceeded by leaps and bounds and we continue to explore expansion per sports seasons, holidays and other pertaining subject matter.

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