House of Fraser has caused a social media frenzy with its new campaign...and not in a good way.

Their new campaign 'Emojinal' was launched - they claim - to interact with a new younger audience. The long established brand began the campaign by posting an emoji edited photo of Kim Kardashian and Kanye West. This was followed up with several other edits of one direction and models Kendall Jenner and Gigi Hadid. 

But fans and followers have reacted with bewilderment, many tweeting that they had assumed the retailer had been hacked. 

This demonstrates just how easily a brand can be publicly and reputationally damaged by an unsuccessful idea. It remains to be seen whether the company will stand by its campaign or whether we can expect a 'hacked' tweet...