Categories Name : Enabling Technologies

Sub-Category : Data/Insights

Entry Name (Campaign) : How WhatsApp changed it's public perception, privately!

Results

The campaign's success was truly remarkable, and several key metrics highlighted its effectiveness. Firstly, we reached out to 113 million who collectively engaged with the campaign content 2.7 billion times, with over 1 billion of those views being completed, indicating a high level of interest and engagement. One of the most significant achievements of the campaign was the 58% increase in users associating with the brand message and 7% boost in ad recall, which demonstrates that the campaign's message was memorable and impactful. The believability metric, another crucial aspect, showed a substantial 30% increase followed by an impressive 33% reduction in reduce negative message association indicating a positive shift in how users perceived WhatsApp's privacy features. The campaign also made a significant impact on social media, with an 80% increase in Share of Voice (SOV) and it received substantial organic engagement, including 1.6 million shares, 4 million likes, 0.5 million mentions, and 60,000 saves on various social media platforms. Throughout the campaign, we also secured earned PR worth INR 25 million, which underlines the campaign's positive impact and recognition in the media and public discourse. The campaign received both national and global recognition, heralding a transformative shift in public perceptions of digital privacy.