Speaking at the Guardian Changing Media Summit. Nicola Mendelsohn, Facebook's EMEA chief said the growth of seemingly trivial communications such as cartoon stickers had serious implications for brands. She pointed to the Despicable Me 2 sticker pack which she said was shared more than two billion times. In general, stickers get 350 million shares per day on Facebook. Mendelsohn said: "That’s two billion instances of people using brands to express an emotion in a conversation with a friend."