WhatsApp: Message Privately
Connecting a global privacy campaign’s media brief, audience planning, and rollout across markets.
I helped shape the global media brief for Message Privately and managed the rollout with international media, product marketing, and research teams. My work connected audience planning and testing with the creative and media decisions needed to launch across markets.
The 2021 campaign used familiar situations to explain why private messaging matters. Its films let viewers see the moment around a conversation while keeping the messages between the people involved.
Dream Job
A woman gets news about her next career move and leaves the office with a smile. The conversation behind that decision stays private.
Watch Dream Job and read the project.
Keeping the plan and the research connected
I worked with international media, product marketing, and research teams to translate the global strategy into audience priorities, media principles, and creative delivery requirements.
When campaign plans changed, I kept research partners involved so the evaluation reflected what actually ran. We then worked through the findings together to turn them into recommendations for the next phase. It made the research useful to the people making the next set of campaign decisions.
Secret Language
Another film follows someone learning the language of a loved one through private conversations.
Watch Secret Language and read the project.
Campaign credits
The films were directed by Courtney Hoffman and produced by Lief, with WhatsApp’s Creative X team and BBDO Berlin. I’m credited for strategic media planning in the Dream Job credits and the campaign’s production coverage.
The individual project pages include the films and stills from Lief’s uploads.