WhatsApp x Hearst: Privacy Features Campaign
Hearst partnered with WhatsApp for an expansive multimedia campaign across our leading brands and channels. The campaign aimed to educate audiences on WhatsApp’s existing and new privacy features, such as end-to-end encryption, disappearing messages, and more. By leveraging our trusted editorial voices, we connected privacy with real-life moments, ensuring the message resonated across diverse audiences.
As part of this campaign, I designed multiple creative assets while working within WhatsApp’s refreshed brand guidelines:
Carousel Meta Ads: Created two of the three carousel ads, focusing on visually engaging storytelling that highlighted WhatsApp’s privacy features.
Long-Form Video Graphics: Designed dynamic graphics for five videos that seamlessly integrated WhatsApp’s branding into Hearst’s storytelling formats.
Superhero Banner Ads: Developed two impactful Superhero banner ads that tied together the campaign’s creative direction and messaging.
Each Hearst title tailored its video content to align with its unique audience, resulting in compelling narratives that showcased WhatsApp’s features in relatable ways:
Digital Spy
Created an engaging video featuring unpopular opinions about films shared within a WhatsApp group chat, highlighting the platform’s ability to connect like-minded fans securely.
ELLE
Captured an exclusive studio session with music artist ENNY, showing her creative process with her producer as they exchanged confidential tracks over WhatsApp, emphasising the importance of privacy for artists.
Men's Health
Produced a video featuring rugby player James Haskell discussing his workout routine and podcast, Amuse Douche. The piece underscored the value of disappearing messages and end-to-end encryption when sharing personal and professional content.
Women's Health
Followed Malin Andersson in a heartfelt “Mum Life” feature, exploring her journey as a mother and how WhatsApp helps her stay connected and motivated, whether working out or managing daily life.
Cosmopolitan
Leveraged Cosmo’s iconic Up Close franchise to interview TV presenter Miquita Oliver, who shared glimpses into her life, including fun stories about her WhatsApp chats with BFF Lily Allen, perfectly showcasing how WhatsApp fosters close connections.
Interactive Superhero
