WhatsApp has launched a new, celebrity-led promotional campaign which aims to highlight the benefits of WhatsApp’s additional functionality over regular SMS messaging.
The new campaign, which features Adam Brody and Adam Scott as party planners using different messaging approaches, points to the benefits of WhatsApp’s additional functional options for alerting group chat users.
As explained by WhatsApp:
“Today, WhatsApp announced the launch of its new US brand campaign, 'It’s Time for WhatsApp,' highlighting why Americans deserve better than “just okay” group chats. Starring Emmy-nominated actors Adam Scott and Adam Brody, the cinematic campaign plays out in mirrored storylines that reveal the difference between group chats that fall apart and ones that truly work.”
It’s a good promotion, which clearly highlights the benefits of WhatsApp’s evolving group chat functions and notifications, which could get more people considering how they can make best use of the app.
And over time, more and more people are becoming aware of these additional elements and tools.
WhatsApp, which is already the most used messaging app in the world, reached 100 million U.S. users in July last year, reflecting its rising popularity in Western markets, which have traditionally been dominated by Messenger.
Which, of course, is also owned by Meta, so that’s probably not the real target for this push. Instead, the main focus would be the many millions of Americans who still use in-built messaging tools on their devices, which remains a key tool for connection in the nation.
If WhatsApp can tap into this, that could double its U.S. usage, and bring more advertising and promotional opportunities.
And with smarter connection features, it makes sense that people should probably use WhatsApp for this purpose. It’s really just about shifting habitual behaviors, and maybe, a celebrity-led push could be just the thing to get more people considering their options.
And having the guy from Severance and the guy from The O.C. (for older audiences) will enhance this appeal.
The new WhatsApp campaign will run nationally across TV, digital, social, and out-of-home from September through November.
