WhatsApp Launches National Ad Campaign Focused on Core Messaging Features
MENLO PARK, CA – September 6, 2023 – WhatsApp today announced a new, nationally-focused advertising campaign designed to highlight the core functional benefits of its messaging platform and attract users currently relying on traditional SMS text messaging. The campaign, running from September through November, will utilize television, digital, social media, and out-of-home advertising.
The push comes as WhatsApp continues to gain traction in Western markets, traditionally dominated by platforms like Messenger. While already the most used messaging app globally, whatsapp reached 100 million users in the U.S. in July 2023, signaling growing adoption. However, a important portion of the American population – millions of users - still utilize in-built messaging tools on their devices.WhatsApp’s strategy appears to be focused on converting these users, potentially doubling its U.S. user base and expanding advertising and promotional opportunities.
The campaign features actors Adam Scott, known for his role in Severance, and Benjamin McKenzie, recognized from The O.C., aiming to broaden appeal across different demographics. WhatsApp intends to shift habitual behaviors by showcasing the advantages of its platform, including smarter connection features.
The company, owned by Meta, is emphasizing the practical benefits of WhatsApp as a communication tool, rather than competing directly with its sister platform, Messenger. The campaign aims to position WhatsApp as a superior alternative to SMS for everyday connection.