The Real Housewives Stickermojis App, currently live in the app store, was created as part of Bravo's ongoing effort to offer the network's superfans, many of whom follow several of the brand's Real Housewives franchises, new, exciting, and innovative ways to engage with its brand, shows, and talent outside of simply watching the network on-air. At the time we decided to launch in late 2014, emojis were in the early stages of becoming a seamless form of communication
Inspired by a fan's impassioned comments on Twitter and piggybacking early on the growing ubiquity of Apple's standard emoji keyboard as well as of increasingly popular custom emoticon apps, The Real Housewives Stickermojis App offered Bravo fans an innately shareable way to express themselves and communicate with friends in a simultaneously familiar and inventive, mobile-optimized way. Echoing Bravo fans' long-term tendency communicate by re-appropriating their favorite Housewives mannerisms and moments via GIFs in the Twittersphere, the Real Housewives Stickermoji app was devised to deliver and encourage similar behavior in a fresh, Bravo-owned, naturally mobile-native way. As an added bonus, the release of the app was timed with highly anticipated season premieres of The Real Housewives of Atlanta and the Real Housewives of Beverly Hills and prominently featured many those franchises' best moments. As such, the app served as another way to encourage, harness, and build on already mounting fan excitement.
The success of this campaign was measured by the app's trending in the iTunes app store, app downloads, and fan excitement. This app was promoted via a custom on-air spot and graphic lower thirds in Housewives-related programming, organic press pick-up, as well as via Bravo-owned and talent social and BravoTV.com's "The Dish," the Real Housewives Stickermoji App peaked at #1 in Entertainment (iPhone) and #6 in Top Apps (iPhone) in the Apple App Store.
