WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year.
The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads.
The changes sparked outrage around the world, with users blasting the app for failing to respect privacy.
The campaign has been developed by BBDO and uses real-world scenarios to illusratrate the value of privacy.
Thanks to end-to-end encryption, they're the only ones in the know. 💚 Message Privately. pic.twitter.com/1rLNh0H4ie
— WhatsApp (@WhatsApp) June 14, 2021
WhatsApp’s director of brand and consumer marketing Eshan Ponnadurai confirmed the campaign had come in response to the recent privacy concerns around the app.
“We know how important privacy is to our users. This year as a company, we’ve seen first hand how we created a bit of confusion and uncertainty for our users, how concerned they were about their privacy and the worry that people might be reading their messages,” Ponnadurai said, according to Marketing Week.
“This campaign is very much coming out in the world to address some of that, and ensure people really understand and continue to understand that what they communicate on WhatsApp – the powerful things they say, the relationship they have – are always protected and truly theirs.”
WhatsApp is not the first global tech brand to leverage the importance of privacy in its marketing material.
Apple is continuing with the ‘Privacy. That’s iPhone‘ campaign following the launch of the App Tracking Transparency framework.
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]
Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]
Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]
Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]
Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]
Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]