# Emoji Branding Younger consumers respond enthusiastically to visual branding tactics. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published May 5, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/emoji-branding ## Key Figures - Trend score: 5.0/10 - Evidence articles: 9 ## 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. ## At a Glance - Evidence: 9 featured examples - Articles from: Apr 16, 2015 to Jul 22, 2016 - Published: May 5, 2015 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Emoji Branding trend ### 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. ### 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. ### 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. ## What the Emoji Branding trend means for industry ### For 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 for Emoji Branding Trend score 5.0 out of 10, from popularity 78%, activity 65%, freshness 8%. - Popularity: 78% - Activity: 65% - Freshness: 8% ## Examples of the Emoji Branding trend 9 featured examples from Apr 16, 2015 to Jul 22, 2016. - [Fast Food Emoji Apps](https://www.trendhunter.com/trends/burger-king-emoji-keyboard): The Burger King Emoji Keyboard Celebrates the Return of Chicken Fries (Category: Marketing) Implication: 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. - [Breakfast Emoji Keyboards](https://www.trendhunter.com/trends/breakfast-emoji): Holiday Inn Express Turns Morning Meal Items into a Visual Language (Category: Tech) Implication: Hotels and other hospitality industries can create unique and engaging experiences for guests through the use of specialized emojis and visual language keyboards. - [Silly Emoji Campaigns](https://www.trendhunter.com/trends/emoji-campaign): Emoji Literacy by Domino's is Helping More People Read and Write Emoticons (Category: Pop Culture) Implication: Food delivery services can leverage the popularity of emoji communication to develop innovative ordering systems that integrate emoticons. - [Fast Food Emoji Ads](https://www.trendhunter.com/trends/fast-food-emoji): These McDonald's Billboards Are Marked with Emoticon Imagery (Category: Marketing) Implication: Fast food chains can leverage emojis and graphic designs to engage with millennials and improve their marketing strategies. - [Branded Emoji Keyboards](https://www.trendhunter.com/trends/branded-emojis): L’Oréal Launches Branded Emojis Inspired by Hair and Makeup (Category: Fashion) Implication: Cosmetic companies can enhance their digital marketing strategies by incorporating branded emojis, creating a unique and engaging experience for customers. - [Emoji Protest Signs](https://www.trendhunter.com/trends/protest-signs): Pentagram Delivers Messages Without Words at the People's Climate March (Category: Social Good) Implication: Advertising agencies can explore using emojis to create impactful campaigns. - [Caffeinated Emoji Ads](https://www.trendhunter.com/trends/nescafe-ad): This NESCAFE Ad Offers a Look Behind a Popular Emoji (Category: Marketing) Implication: 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. - [Curly-Haired Emojis](https://www.trendhunter.com/trends/love-your-curls): Dove Launched a New Emoji Keyboard for Its 'Love Your Curls' Campaign (Category: Marketing) Implication: 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… - [Automotive Emoji Messages](https://www.trendhunter.com/trends/emoji-message): Chevrolet Teases the Cruze with a Cryptic All-Emoji Release (Category: Autos) Implication: 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… ## Recent trend clusters - [Sugar Moderation](https://www.trendhunter.com/protrends/sugar-moderation) (Lifestyle) - [Luxury Electrification](https://www.trendhunter.com/protrends/luxury-electrification) (Autos) - [Effortless Rounds](https://www.trendhunter.com/protrends/golf-training-devices) (Lifestyle) - [Flavor Rotation](https://www.trendhunter.com/protrends/rotating-bakery-menu) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) - [High-End Firming Serums](https://www.trendhunter.com/trends/vital-perfections) All articles: [Marketing](https://www.trendhunter.com/marketing)