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From the 8th Annual Shorty Awards

Goldman Sachs Millennials Emoji Tweets

Entered in Emojis


Re-enforce Goldman Sachs' position as a prominent thought leader on the social and demographic trends shaping economics and markets by promoting an infographic and video content package on how millennials are re-shaping the economy. Additionally, we wanted to reach new audiences, specifically millennials, and other groups who are typically interested in demographic information and how that shapes buying behavior: marketers, advertisers, researchers, academics, etc.

Strategy and Execution

Our Strategy

Or, in other words, we sought to increase reach of our Millennials report through a thematically relevant format—emojis. As Marshall McLuhan, Canadian philosopher of communication theory, famously said, "The form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived." This medium not only helped create buzz among one of our key target audiences – the very demographic the report was about – but also helped Goldman Sachs stand out as an innovative and socially savvy brand in financial services, an industry typically tethered to convention on social media.


Our tweets containing emojis had a potential reach of 7.3MM users, and received 10.6X more RTs per Tweet than the historical average for that handle. They also received over 400 Retweets.

One of the emoji tweets in the campaign told our Millennial infographic story through emojis. When we posted the Tweet on our Twitter account, it garnered an engagement rate 4x higher than our other organic tweets. This Tweet was also picked up by Business Insider, who wrote an article decoding the emoji story. (


Entrant Company / Organization Name

The Media Kitchen, Goldman Sachs


Entry Credits