What Happened: Dove is no stranger to redefining the stereotypical definition of beauty. Having challenged societal beauty norms for years, Dove has taken their mission one step further by launching the “Dove Love Your Curls Emoji Keyboard.” With one in three women having naturally curly hair, Dove saw the need to create an emoji keyboard that included images that curly haired women could identify with and take pride in.
What This Means for Brands: By using an extremely popular platform to promote different variations of physical attributes, Dove was able to create equality on a digital level. Research from Dove shows that 73% of people in the U.S. claim to use emojis on a daily basis: with nearly three quarters of the country utilizing emojis as a form of communication it seems obvious to include a more diverse and meaningful assortment of emojis. Dove is not the only organization to use emojis to spark change. Dog Trust, a charity in England, created their own puppy emojis to help find homes for abandoned dogs. The emojis helped create awareness for an under exposed cause, while maintaining a sense of light hearted-ness and fun. With the popularity of emojis growing on a daily basis, brands are beginning to realize that they can leverage these fun characters for positive and impactful social change.