Category
Lifestyle
Sugar Moderation
Trend cluster
Category
Emoji
Branding
Younger consumers respond enthusiastically to visual branding tactics.
5.0
Trend score
Trend
What is the Emoji Branding trend?
Emoji Branding: The landscape of communication has been radically transformed by the introduction of the emoji. Brands hoping to appeal to younger, tech-savvy audiences, such as college students and Millennials, have begun incorporating emojis into their branding strategy. Consumers are not only responding to the social media reference, but to the streamlined nature of the emoji, suggesting that an uncluttered aesthetic and intuitive approach is paramount when it comes to branding towards the younger generation.
Trend themes
Themes within the Emoji Branding trend
Three behaviours holding the trend together01
Emojis as a Marketing Tool
As emojis become universal and social media channels like Instagram and Snapchat draw attention to them, companies are utilizing them in their branding and advertising strategies more frequently.
02
Emoji Based Literacy Campaigns
Companies like Domino's are running awareness campaigns to promote the literacy of emojis with ads, PSAs, and promotional items like flash cards.
03
Custom Branded Emoji Keyboards
Companies like L'oreal and Holiday Inn Express are creating custom emoji keyboards that incorporate their brand and are meant to broaden their target audience and spark conversation around their products.
Industry implications
What the Emoji Branding trend means for industry
Where the trend changes the playbookFor
Food Industry
Fast food chains like Burger King and McDonald's are using emojis as part of their marketing strategies, while companies like Domino's are promoting their products and running educational campaigns through emoji use.
For
Beauty Industry
Companies like L'oreal are tapping into the popularity of emojis with their own branded keyboards, designed to promote a stronger relationship with their millennial target demographic.
For
Hospitality Industry
Hotels like Holiday Inn Express are using emojis to promote their products, by creating a breakfast-themed keyboard for guest usage.
Workshop question
How can your brand better adapt to the needs and preferences of Millennial and Gen Z consumers?
Trend signals
Trend signals for Emoji Branding
Trend score 5.0 out of 10, from popularity 78%, activity 65%, freshness 8%.
Popularity78%
Activity65%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Emoji Branding trend
9 featured examples from Apr 16, 2015 to Jul 22, 2016CategoryMarketing
Fast Food Emoji Apps
The Burger King Emoji Keyboard Celebrates the Return of Chicken Fries
Fast food chains can leverage the popularity of mobile apps and emojis to create new and exciting ways to market their products and engage with younger customers.
CategoryTech
Breakfast Emoji Keyboards
Holiday Inn Express Turns Morning Meal Items into a Visual Language
Hotels and other hospitality industries can create unique and engaging experiences for guests through the use of specialized emojis and visual language keyboards.
CategoryPop Culture
Silly Emoji Campaigns
Emoji Literacy by Domino's is Helping More People Read and Write Emoticons
Food delivery services can leverage the popularity of emoji communication to develop innovative ordering systems that integrate emoticons.
CategoryMarketing
Fast Food Emoji Ads
These McDonald's Billboards Are Marked with Emoticon Imagery
Fast food chains can leverage emojis and graphic designs to engage with millennials and improve their marketing strategies.
CategoryFashion
Branded Emoji Keyboards
L’Oréal Launches Branded Emojis Inspired by Hair and Makeup
Cosmetic companies can enhance their digital marketing strategies by incorporating branded emojis, creating a unique and engaging experience for customers.
CategorySocial Good
Emoji Protest Signs
Pentagram Delivers Messages Without Words at the People's Climate March
Advertising agencies can explore using emojis to create impactful campaigns.
CategoryMarketing
Caffeinated Emoji Ads
This NESCAFE Ad Offers a Look Behind a Popular Emoji
The NESCAFÉ ad example shows the trend that instant coffee companies are adapting to modern marketing tactics and reaching out to their audience through emojis.
CategoryMarketing
Curly-Haired Emojis
Dove Launched a New Emoji Keyboard for Its 'Love Your Curls' Campaign
Developing new sets of inclusive emojis and leveraging them in marketing campaigns can provide opportunities for tech companies to innovate and create new platforms for diverse au…
CategoryAutos
Automotive Emoji Messages
Chevrolet Teases the Cruze with a Cryptic All-Emoji Release
The use of emojis in their communications and marketing campaigns can help automotive brands reach younger audiences, which may lead to the development of new technologies and fea…
