To inspire confidence in adolescent girls—and because girls send out more than 1 billion emojis per day—Procter & Gamble initiated a campaign designed to spur the creation of more emojis representative of modern women. A video was created that asked girls to post messages on social media with the #likeagirl hashtag and suggestions on female-oriented emojis they would like to see created.

The video garnered more than 40 million views and 1.5 billion earned impressions, and girls flooded social media with the hashtag and girl emoji suggestions. In turn Unicode, the consortium responsible for approving emojis, asked Procter & Gamble to pass on girl emoji suggestions for their consideration.