WhatsApp’s first U.S. campaign seeks to elevate expectations for private messaging.
Launching our first campaign in the U.S. came with a challenge: most users take message privacy as a given. While many messaging apps can be considered a safe bet on their own turf, their protection can be jeopardized.
Which is unsettling because anytime there’s something worth talking about – odds are, you texted about it. Your inside jokes. Heartbreaks. WiFi passwords. Even where you keep your spare key.
With a seed of doubt to plant, a complacent audience to educate and a full quiver of RTBs to share, we set out to craft a campaign to elevate user’s expectations of what “private messaging” should be.
Quick-get metaphors and visually striking punchlines to reignite the doubt in our audience.
With a host of RTBs and a new audience still getting to know us, we hit this second chapter of the US campaign with quick-get metaphors and visually striking punchlines to reignite the doubt and hammer home that end-to-end encryption should be the gold standard when it comes to messaging privacy.
