How Twitch helped WhatsApp promote its privacy features to streamers
The campaign won in the Technology-led Innovation category at The Drum Awards for Marketing EMEA 2023.
The campaign significantly raised awareness of the app's robust security measures among the Twitch audience
WhatsApp aimed to raise awareness of its robust privacy measures and approached Twitch, a popular digital platform among Gen Z and Millennials known for its authentic and inclusive community, to create an immersive and entertaining experience.
The brief
WhatsApp wanted an opportunity to engage Twitch streamers and their audiences during breaks, help streamers maintain their viewership and revenue while educating the community about WhatsApp’s commitment to privacy – and showcase the app’s security features.
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The idea
Collaborating with Twitch, WhatsApp developed ’Privacy Protectors’, a unique mini-game that involved Twitch users working together to defend thier favorite streams from space invader-style threats using projectiles representing WhatsApp privacy features. By successfully protecting the streams, the community earned free WhatsApp subscriptions while streamers took the opportunity to lead discussions about WhatsApp’s privacy features.
This innovative gaming format transformed typically inactive moments, when audience numbers and attention tend to decline, into an engaging and rewarding experience for viewers. By integrating WhatsApp’s privacy messaging into the gameplay, the campaign effectively educated the Twitch community about the app’s privacy features, generating heightened awareness and reinforcing the association of WhatsApp as a platform that prioritizes user privacy.
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The results
The ’Privacy Protectors’ campaign yielded impressive results, achieving its goals of raising awareness and promoting WhatsApp as a secure messaging platform.
The mini-game successfully captured the attention of the Twitch community during stream breaks, transforming typically idle periods into active and interactive experiences for viewers.
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By incorporating WhatsApp’s privacy features into the gameplay and encouraging discussions led by streamers, the campaign significantly raised awareness of the app’s robust security measures among the Twitch audience.
The immersive gaming experience strengthened the association between WhatsApp and its commitment to user privacy, positioning the app as a reliable and trustworthy platform for secure communication.
Community members who participated in the ’Privacy Protectors’ game earned free WhatsApp subscriptions, fostering a sense of appreciation and loyalty among Twitch users.
The ’Privacy Protectors’ campaign effectively leveraged the digital gaming environment to educate and engage the Twitch community on WhatsApp’s privacy features, resulting in increased awareness, positive brand association and an enjoyable experience for both streamers and viewers.
This campaign won at The Drum Awards for Marketing EMEA 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.