When it comes to viral marketing campaigns, brands are always seeking new and innovative ways to get into your timeline and news feed.
But House of Fraser's latest Twitter campaign backfired somewhat, when the store's loyal customers accused it of being controlled by children before declaring their intention to 'unfollow'.
The campaign began on Monday morning, when the brand tweeted three emojis, including a gun pointing at a house symbol.
It went on to post images with photoshopped emojis, including a cheeky tweet directed at rapper Kanye West.
Dozens of people stumbled across the bizarre tweets, with one accusing the brand of "giving the password to a 12-year-old".
Ugh. The person running the House of Fraser Twitter account has entrusted a 12 year old with the password. Make it staaaaahp.
— Cezbollah (@le_petit_cochon) February 1, 2016
did someone get control of the House of Fraser twitter account or is it some kind of weird attention grabbing hacked not hacked pr giff
— Elliot Ross (@iamelliot) February 1, 2016
What is going on with House of Fraser's Twitter account this morning...?! Emoji overload!
— Caroline Baldwin (@cl_baldwin) February 1, 2016
Has house of Fraser Twitter account been hacked ?? 😂😂😂😂
— Jasmine (@MissJasmineCope) February 1, 2016
I think someone has hacked house of Fraser Twitter account 😂
— KerrieMcL (@kerriemc) February 1, 2016
Even House of Fraser's competitiors joined in.
— ASOS (@ASOS) February 1, 2016
Some people were thoroughly unimpressed, however.
— Richard Cook (@cookywook) February 1, 2016
Wow. #Emojinal is a masterclass on how to ruin a century-old upscale brand with one terrible social media campaign.
— Holly Brockwell (@holly) February 1, 2016
— Emily Peacock (@EmilyJPeacock) February 1, 2016
The department store isn't the only household name to come under scrutiny for their use of emoticons. Singer Cher was criticised for embarking on an emoji-laden rant about ISIS last year.
House of Fraser told City AM it is seeking new ways of connecting with a "younger audience" around Valentine's Day. Although now it appears to be leaving its existing followers behind.