Categories Name : Enabling Technologies

Sub-Category : Use of Rich Media / Video / Interactive Content

Entry Name (Campaign) : WhatsApp changes India's perception of privacy!

Results

96 million Critics and Neutrals were reached out a staggering 595 million times generating ~60Mn Clicks. Deployment of Rich media properties helped us to clock engagement rates greater than 8%. 100K+ people shared their experience of the innovative ad format created with their loved ones. Brand perception recorded the highest impact in 'Private' (5.4% lift), 'Transparency' (6.1% lift), and 'Credibility' (4.3% lift). The campaign delivered a positive uplift across all brand metrics like Brand Favorability (70%), Brand Love (57%), Brand Closeness (71%), Relative Privacy (57%). Third-party research commissioned via Kantar highlighted notable improvements in Ad Recall (49%), Message Association (58%), Believability (56%), Relevancy (57%), with an overall 4% uplift in Privacy across the target audience. Privacy-related keywords such as 'WhatsApp private chat,' 'WhatsApp lock,' and 'End-to-end encryption WhatsApp,' on Search saw a 6% relative lift indicating heightened user interest in WhatsApp features.