WhatsApp is the leading messaging platform that makes privacy a priority. It provides multiple, interlocking layers of protection in a system that’s designed to keep messages between their direct participants and give its users confidence and control.

Some of its lesser known features include:

- End-to-end encryption,

- Disappearing messages,

- Online presence,

- 2-step verification,

- Encrypted backups

- Block & report.

WhatsApp wanted to raise awareness of these privacy features amongst young adult gamers in a fun and engaging way. The campaign had the following objectives:

- Drive awareness and adoption of WhatsApp’s multiple privacy features among the Twitch gaming community, creating positive sentiment with value-adding experiences

- Integrate campaign messaging into spontaneous, interactive and collaborative experiences that viewers expect from Twitch

- Engage streamers to lead authentic discussions of privacy and security, and create extended engagement around WhatsApp privacy features

The mission: level up knowledge of WhatsApp security features, empowering Twitch to defend livestreams from invaders.

Introducing Privacy Protectors - a branded space invaders-like mini-game, where viewers had to team up to protect their favourite livestreams from pesky invaders.

Twitch recruited four UK gaming streamers to host livestreams highlighting WhatsApp’s world class security features. Every time the gamers took a break and left the streams unprotected, unwanted intruders attacked, leaving the Twitch audience to defend the stream armed with the power of WhatsApp security.

Incoming threats on WhatsApp > in-game enemy invaders.

End-to-end encryption > in-game projectiles.

Viewers > stream saviours.

But, there was a catch. To take down invading spacecraft they had to work together via Chat. It could only be won if clicks decided where projectiles representing WhatsApp security layers were synchronised.

After the breaks, streamers thanked the community while explaining WhatsApp’s security layers. Viewers were rewarded with

To reach this audience, WhatsApp needed to immerse themselves seamlessly into a digital gaming environment.

Enter Twitch - home to tech-savvy Gen Z and Millennials gamers, 73% of whom agree that advertising’s important on Twitch because it supports creators. They demand authentic, interactive, collaborative experiences that drive value.

WhatsApp’s insight:

Streamers go live to communities for hours, building momentum, energy and a crowd. The challenge is that when they take a break, the entertainment drops, the pace drops and the audience drops, losing attention and revenue for the streamer.

WhatsApp noticed a three-part opportunity to:

1) support streamers in making a living through content creation

2) reach the tech-savvy Gen Z gaming audience with moments that matter

3) leverage ‘dead’ advertising space with an audience waiting to be entertained

The ambition: create a bespoke, interactive experience that rewards viewers, whilst supporting streamers and amplifying brand messaging during livestream breaks.

The campaign surpassed benchmarks with:

304,427 Unique viewers (+17% vs benchmark)

1,441,801 minutes watched (+14% vs benchmark).

4,321 average concurrent viewers

7,189 chat messages, destroying +600 privacy invaders

The overall campaign drove:

+28% uplift in message association for the statement, ‘WhatsApp protects users’ privacy’ and +26% for ‘Message Privately with Layers of Protection’

+6% in top-of-mind awareness

+6% in Brand Statement Protects users’ privacy

Premium Video Ads significantly improved brand favourability (+7%) and gaming association (+8%).

Strong evidence of adoption of WhatsApp’s features and key messaging came from viewers themselves:

‘I just downloaded WhatsApp because of this stream’

‘2 step verification is so good. It’s like insurance for your texts’

‘It’s an awesome way to do new sponsors’

‘We need more of these games’

This first-of-its-kind activation was so successful that it has become a new sponsored Twitch ad format, supporting streamers and rewarding communities.