These 4 Brands Are Embracing the Twitter Emoji Craze

Coke cans and curly-haired women build buzz

Headshot of Lauren Johnson

Twitter wants in on brands' obsession with emojis. Marketers including Coca-Cola and Dove have gone gaga for the miniature digital stickers that reward consumers for tweeting out branded hashtags.

Here's how four marketers are using Twitter emojis:


The soda brand became the first to pay for a custom Twitter emoji in September.

Each time someone tweeted #ShareaCoke, Twitter spit out an image of two Coca-Cola bottles clinking as part of its popular social campaign that also included personalized ads and out-of-home activations.



All told, Twitter recorded 170,500 mentions of #ShareaCoke in one day and will use the Twitter graphic in other campaigns for the rest of 2015.


Red coffee cups have become an iconic part of the chain's holiday marketing, so it added a Twitter emoji to this year's campaign.

Tagging a post with #RedCups plugs an icon of a coffee cup into tweets.



On Instagram, people can post pictures of their cups with the hashtag to enter a contest that will award gift cards for the best pics.


Until yesterday, women emojis only had one hairstyle—straight and sleek.

Citing research that 82 percent of curly-haired women want more emoji choices, Unilever-owned Dove created an app and a Twitter graphic to support its "Love Your Curls" campaign.



Each time someone tweets #LoveYourCurls, a small image of a woman with curly hair and a heart appears.


The Indian government is sponsoring today's Promoted Trend—an ad format that costs roughly $200,000—with a custom emoji of a lion.

India is the first non-U.S. brand to create a custom graphic for the microblogging platform.

The #MakeInIndia hashtag and accompanying emoji promote the country as a center of global manufacturing.



@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.