The goal of this integrated campaign was to establish WhatsApp as the superior privacy messaging platform in the United States.

Our challenge was to tout end-to-end encryption as the gold standard solution for their privacy needs in a market where iMessage is as American as apple pie.

Through quick-get metaphors and visually striking punchlines we illustrated our competitive advantages through a series of :15 films. Taking on highly technical concepts with “explain-it-to-me-like-I’m-5” levels of comprehension along with a light-hearted tone and cinematic flair.

For these films we needed to:

Remind users that SMS messages are not as private as they think.

Plant a flag on encryption.

Elevate their expectations for privacy from their chosen messaging app.

The spots ran on Facebook, Instagram, Youtube from July to October 2022

The outcome led to a significant increase in the level of privacy afforded to users of WhatsApp. This development not only raised the perception of privacy for the messaging app in the United States but also improved the overall perception of privacy for its parent company, Meta. Demonstrated that Meta was committed to upholding the privacy of its users, which helped to strengthen its reputation as a trustworthy tech company.