Dove Personalizes Marketing Messages With Emojis

Brands are moving beyond the banner ad and straight to emjois. In today’s increasingly digital environment, 74 percent of people report using emojis daily, and 67 percent of all women and girls agree they can better express what they want to say with emojis than with words. Tech company Snaps figured out how to help brands capitalize on the trend.

Snaps is the first end-to-end platform for brand marketing across messaging applications and devices that offers personalized emojis for campaigns. Just this week, Dove announced a partnership with Snaps for its Love Your Curls campaign, creating the first emoji keyboard designed to represent curly girls everywhere. The keyboard contains 27 unique curly hair designs, with selectable skin tone and hair color.

“Dove Hair is committed to redefining traditional standards of beauty and ensuring women and girls see accurate reflections of themselves in the world around them, including, and especially, in digital and social media — which is why we’re so excited to introduce the Dove Love Your Curls emojis,” shared Rob Candelino, vice president of haircare at Unilever in a press release. “One in three women in the United States have curly or wavy hair, yet there are zero images of these women today in the increasingly common language of emojis. That felt wrong to us, so we’re fixing it and hope by doing so, we will continue inspiring all women to love their curls.”

Publish date: November 6, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT