Categories Name : Channel/Media Strategy

Sub-Category : Use of Social Media

Entry Name (Campaign) : WhatsApp Changes India's Perception of Privacy

Results

Sports athletes enjoy the same fame as most of film celebrities in the country. Their lives are always under a scan. There is no space or privacy. Which has eventually resulted in most brands wanting to juice the most out of the private lives of these public figures. WhatsApp wanted to turn the tables and show the world how, there are parts of their lives that has to remain private, and WhatsApp showed the world how they safeguarded their private conversations. The campaign surpassed marketing benchmarks, reaching 144 million Critics and Neutrals • 1Bn+ impressions and 70Mn+ views. • Diverse creatives achieved a 25% lower CPV and 24% lower Cost per Reach. • YouTube, our primary platform, reached 70% of the audience at a frequency of 27. As per the third-party research that was commissioned via Kantar. • Positive brand metric uplifts include Privacy (5.4%) • Transparency (6.1%), • Credibility (4.3%), • Brand Love (57%), • Brand Closeness (71%), and • Relative Privacy (57%). • Kantar research revealed improvements in Ad Recall (49%), Message Association (58%), Believability (56%), Relevancy (57%), and a 4% enhancement in Privacy opinion. Overall, the campaign redefined 'Privacy' in India for 2023