Zubi – Latino Emojis NT Case – 2015

Context

The introduction of the Taco emoji in 2015,

while welcomed by most, was not without

controversy. Aside from not being truly

representative of Tacos—the depiction of a

hardshell

taco being an Americanized version of the

popular food item—it also highlighted the

lack of representation of the diversity of

Hispanic culture

Insight

Hispanics are a culturally diverse group due to

the various countries of origin and regions

where they grew up. And while the Spanish

language unites them, that diversity creates

numerous variations in culture and modes of

expression, idioms, and slang. The emoji

landscape in its current state was ill-equipped

to meet the needs of this culturally diverse

group because it’s not what you say, it’s how

you say it that matters most.

Solution

Zubi developed Latino Emoji, a Keyboard app

with over 350 customized emojis

representing authentic Latino expressions,

people, food, and culture from Latin American

countries, including Argentina, Colombia,

Cuba, Dominican Republic, El Salvador, Mexico,

Puerto Rico, Uruguay, and Venezuela.

The app addressed the need for Latinos to truly

express themselves to each other using

each of their iconic slang.

Results

• +11 thousand downloads on the first day

• +70 thousand downloads in total across

130 countries.

• Media coverage across all main Hispanic

sources Telemundo, Univision and more.

• Coverage across mainstream media

such as The Huffington Post, Time,

Buzzfeed, NBC News, and others