“Following the introduction of three new features on WhatsApp, this campaign shows how WhatsApp’s features provide interlocking layers of protection and give users full control over the level of privacy they are seeking. With both outdoor and digital placements, we want to highlight the closeness that’s possible on WhatsApp when you can message confidently and worry-free in a secure space.”

Vivian Odior
Global Head of Brand, Whatsapp

the campaign

WhatsApp took over some key channels in the final phase of its global brand campaign to highlight the messaging app’s privacy features. The campaign culminated with a week long DeepScreen® activation on Piccadilly Lights, alongside a privacy-focused mini-game on Twitch, in-game advertising in Roblox and a media partnership with Hearst and The Players’ Tribune.

Outcomes

• 26.7 million digital impressions in 48 hours in the UK
• 357 unique authors in UK
• 3000+ unique authors worldwide
• MSN, Reddit and Twitter were biggest traffic drivers

(Sources: Meltwater, Pulsar)