Why is this work relevant for Entertainment?

How can one of the most loved messaging apps, WhatsApp continue to champion deep authentic connection that leads to human progress. Our creative idea ‘View once moments’ that celeberate the expression of moments of intense vulnerability and hesitancy which is possible only when you can share them on your own terms. The idea was brought to life with a film ‘Moving On’ that nuances the micro emotions that entail a heartbreak .The film and the music takes you through a roller coaster of raw emotions and moods making it a film that no one can watch only once.

Background

In early 2020, we launched the first ever brand campaign– ‘It’s between you’ with authentic heartfelt stories of closeness during the lockdown. WhatsApp as a brand has always celebrated authentic connection, while Privacy and end to end encryption were at its core, what differentiated WhatsApp from the category was that privacy for it was not a feature, but a catalyst of intimacy that enabled the creation of a private space for authentic and real expression. KPI 1. Increase scores on the association of ‘absolute privacy only on WhatsApp’ amongst our audience by at least 5% 2. Move up on believability for the brand on the promise of ‘messaging privately ‘powered by End-to-End encryption by 10% points 3. Elevate brand recall by at least 10% points

Describe the creative idea

Creative Idea 'View Once moments on WhatsApp' are moments that celeberate the expression of your deepest emotions because with view once, you don't have to think twice. These are moments of intense vulnerability and hesitancy which one can feel comfortable sharing only if you have the power to share on your own terms and express what you truly feel.

Describe the strategy

We wanted to deliver 'View Once' as an emotional commitment of our brand towards making WhatsApp a safe place to not only share their deepest feelings but share them on their own terms thus making it the key to unlocking the most intimate emotions that arise in work in progress moments.

Describe the execution

THE FILM : MOVING ON -The film follows the journey of Ajju who grapples with fleeting moments of strength, independence, and vulnerability across the different stages of dealing with a heartbreak. It nuances those micro-emotions that entail a heartbreak, like the fleeting urge to pick up the phone and hear that familiar voice, then not doing it. The film celebrates the authenticity, spontaneity and freedom that comes from not having to think twice. You see how the View Once feature helps them stay connected and find the confidence to move on. It brings alive this intimate story through affectionate instances of how WhatsApp remains a private space for users to open up as they like. The campaign was launched as an integrated campaign across Facebook, Instagram, TV, Digital and OOH and will include content tailor-made for Instagram and Facebook in the form of vertical short format stories, Gifs and Motion

Describe the outcome

Against the objectives we set, following were the results we sought from the combined impact of E2EE and View Once campaign. • Maximize the perception that only WhatsApp gives you a sense of ‘absolute privacy’ amongst our audience 11.6% lift in perception that WhatsApp is the only brand that gives me a sense of absolute privacy. • Reinforce our commitment of ‘messaging privately ‘powered by End-to-End encryption by increasing believability and therefore trust for the brand 17.8% lift in believability for End -to End encryption • Maximize visibility to Increase in brand recall by at least 10% 11.9% increase in brand recall