Emojis & your Brand

At LEXIA, we keep abreast of new trends in communication issues. Textual communication is today the preferred medium for people to exchange information of all kinds and emojis are a unique and relevant part of these talksHow can you take advantage of them? 

Let’s keep talking. 

Textual Communication 

At least 71.5 million Mexicans are connected to the Internet and the penetration of the smartphone is increasing, making people are connected throughout the day and that the most important activity in this context is communication with contacts (62%). 

This type of communication is also constantly evolving, from traditional mail to email or from SMS to instant messages such as WhatsApp, Telegram, Hangouts, etc. And with new forms of communication, there is also a need for new codes, which can expand what we can express in this emerging way of giving and receiving information. 

What are they? 

The word “EMOJI”, as well as the pictograms they represent, originated in Japan. “E” comes from electronic and “MOJI” from emotion, such as e-commerce or e-mail, then westernized as “emoticons” or “emoticons”, a word that amalgamates the “e” of electronic, “emo” of emotions and “icons” or “icons” or images. 

In 1995, the Japanese designer Shigetada Kurita began experimenting with the use of ideograms based on elements of popular culture, such as manga or anime, looking for them to be universally recognized symbols, and to express emotions immediately, without having to use words. 

In 1999, it launched the first 176 EMOJIS, which have been adopted throughout the world and are constantly evolving and increasing. 

How are they useful? 

  • Emotionality and decoding – The EMOJIS give emotion and meaning to digital communication, achieving an adequate decoding and printing “humanity” to communication through electronic devices. 
  • Practicality – They represent a quick way to express an idea or feeling, without having to go too deep or write many words. 
  • Universality – Although not all EMOJIS are recognized in all places and can have different interpretations, the EMOJIS of emotions and basic elements are recognized anywhere in the world, such is the case of joy, sadness, anger, Laughter, love, etc. 

The impact of EMOJIS has transcended words, means, forms of expression … and what about brands? 

As the communication evolves, along with the impact of these “little cartoons”, some brands have chosen EMOJIS as part of their digital strategies, but several rules have to be taken into account to be effective: 

  • Make sure that they are part of and are consistent with the integral strategy of the brand or organization. 
  • Generate a connection between the message and the image that the story will represent. 
  • Be in line with the personality, characteristics and proposals of the brand. 
  • Be attractive and relevant to the public. 
  • Use universal images, but that can be adjusted to local markets or specific users. 


Domino’s Pizza- In 2015, Domino’s launched a campaign on Twitter by taking advantage of the pizza EMOJI (which already existed), in which it allowed consumers to order pizzas through the social network by only using the image. 

What was achieved? 

  • Online Domino’s accounts were linked to those of Twitter. 
  • Innovation in the delivery category. 
  • Increase in followers. 
  • Conversation surrounding the brand. 
  • Emotional connection.  
  • Appropriation the universal pizza EMOJI.  

Customized EMOJIS: Netflix 

Some brands have not limited themselves to the EMOJIS that Unicode (official generator of emojis for devices) publishes. In 2017, Netflix designed EMOJIS of some of the most known characters of their series as part of their digital strategy.  

As social responsibility catalysts:  

In 2015, Ford took advantage of the EMOJI boom, linking them to a social responsibility campaign, preventing drivers from using their phones while they drove.  


In 2016, when there was still no racial and gender diversity in the EMOJIS, ALWAYS integrated them into their #Alwayslikeagirl campaign, showing the world that it was necessary to eliminate stereotypes towards women, even in EMOJIS. 

Due to the evolution and impact of this type of campaign, there are already many more EMOJIS, in which inclusion and diversity are encouraged, although there is still a long way to go. 

World EMOJI Day 

The impact of EMOJI has been such that there is already a site dedicated to their study, called EMOJIPEDIA, whose founder, Jeremy Burge, instituted in 2014, on July 17 (date that appears in the calendar EMOJI) as the World EMOJI Day. Since then, this date has been commemorated with promotions, campaigns and activations related to these images as, for example, NETFLIX, which in 2018, launched a Facebook Messenger campaign, in which the user sent an EMOJI that reflected their status of encouragement and a film was recommended that was in accordance with the image sent.  

As you can see, the EMOJIS are a universal and high penetration tool that can add to the communication of your brand and we can help you understand how to use them in the best way, to connect with the audience that interests you.