Recently, many brands took to Twitter to celebrate #WorldEmojiDay – an event born from the fact that July 17th is the date marked on the iOS calendar emoji.

Whether you find this type of thing cringey (see House of Fraser) or cool, with the news that 2,680 marketing campaigns have involved emojis since June 2015 (an increase of over 600%), there’s no denying that it is a growing trend.

Here’s how many big brands marked the day.

Disney

A company that’s knows how to execute a successful marketing campaign, Disney pulled a great example out of the bag with its ‘Zootopia As Told by Emoji’ video.

Both cute and quirky, it captured the whimsical spirit of the day itself perfectly. 

Google

Taking the opportunity to promote the more serious matter of gender equality, Google announced the release of eleven new professional emojis – representative of both male and female jobs. 

With a lot of prior criticism about the lack of diversity in emojis, Google’s announcement was both timely and well-executed.  

McDonald’s

Having also tweeted about #worldchocolateday in July, McDonalds clearly knows a hashtag opportunity when it sees one.

Creating a cheeseburger out of emojis, the fast food chain’s tweet was both simple, effective and straight to the point.  

British Heart Foundation

In just two tweets, the British Heart Foundation succeeded in highlighting a common preconception about heart disease, as well as encapsulate the charity’s overall aim. 

Race for Life

Another charity getting in on the act, Cancer Research’s Race for Life released a series of images depicting emoji responses to the subjects of cancer and fundraising.

It was both relatable and humorous in tone, fitting in well with its wider social media strategy.  

Pizza Hut

While the US account marked the day with a mere pizza emoji… (highly original), the UK Pizza Hut contingent put in a little more effort.

Alongside an emoji themed movie quiz, it created its very own emoji menu. 

BBC iPlayer

Lastly, another quiz.

Using emojis to spell out its own television programmes, BBC iPlayer updated Pictionary for the digital generation.