Emojis have quickly emerged as a social and emotional language but we noticed a telling fact: All emojis had straight hair.

We realized with emojis becoming an everyday growing language, there are ones representing girls, boys, blonde-haired, dark-haired, brunettes, all skin colors, grandpa and grandma, straight couples, gay couples, babies, policemen, all kinds of animals and plants, and even a smiley poo... but there was no one single emoji with curls. In an already universal system of representation, curly-haired women didn’t have a place.

We developed the first ever Curly Emojis keyboard.

5 different kinds of curls, 5 different kinds of skin and hair color, a full range of expressions. We designed 209 emojis to finally represent all women; along with stickers and 55 different gifs for them to express themselves as they should always do, freely.

• Implementation: Launched in United States on Google Play and AppStore for free

• Timeline: from 04/11/2015 to present

• Placement: AppStore and Google Play

Scale: Initially done for United States but the app is available worldwide

*414 million impressions on launch day

*1.06 billion impressions to date (Edelman, IAT Recap 12/02/2015)·

*928k unique users (Snaps Wrap Draft 28/01/16)

*894K downloads and sticker installs (Edelman , last result in January)

*201MM potential social impressions (Edelman, IAT Recap 12/02/2015)

*Most searched app in the App Store within first week of launch

*Trending topic on twitter within hours of launch

*Day one trending on twitter was organic

*2.76M Peer2Peer shares (Snaps Wrap Draft 28/01/16)

*52K uses of the #LoveYourCurls hashtag (Edelman, IAT Recap 12/02/2015)

*99% Positive tonality across all coverage: includes 114 BROADCAST placements for 3.6MM+ impressions from broadcast in US. (Edelman, IAT Recap 12/02/2015)

*Campaign Awareness is in the 96% percentile versus other twitter campaigns.

*2.76M Peer2Peer shares of curly emojis (Snaps Wrap Draft 28/01/16)

*14% sales increase (TBC by client) between launch in November and December 2015

*The campaign achieved 4x more downloads than the initial goal.