Younger consumers respond enthusiastically to visual branding tactics
Implications - 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.
Workshop Question - How can your brand better adapt to the needs and preferences of Millennial and Gen Z consumers?
Trend Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. Hospitality Industry - Hotels like Holiday Inn Express are using emojis to promote their products, by creating a breakfast-themed keyboard for guest usage.
9 Featured, 73 Examples:
266,175 Total Clicks
Date Range:
Apr 15 — Jul 16
Trending:
Warm
Consumer Insight Topics:
