In a savvy move to connect with evolving consumer behaviors, Sanlam pioneered a unique drama series exclusively for WhatsApp, leveraging the platform’s text, voice chat, and video capabilities.
Imagine a fictional family’s funeral arrangements unfolding in real-time, delivered directly to your phone via text, voice notes, and short videos. That’s precisely what Sanlam created. By choosing WhatsApp over traditional broadcast methods, they tapped into a familiar and highly engaging communication channel.
This innovative drama, launched in 2017 and running for six weeks, required users to subscribe with their full names via a five-digit SMS number before the story began. This subscription model allowed for a more personalized and direct interaction.
Sanlam’s initiative highlights the immense potential of WhatsApp for brands, particularly in Africa, where mobile communication is paramount. We anticipate seeing more creative and engaging content emerge on this dynamic platform.
Key takeaways:
- Sanlam demonstrated a deep understanding of their target audience’s preferred communication methods.
- WhatsApp’s interactive features allowed for a more immersive storytelling experience.
- The subscription model fostered a sense of community and exclusivity.
- This campaign showed how a company can use an everyday tool in a very creative way.
This campaign serves as a compelling example of how brands can leverage mobile technology to create meaningful connections with their audiences. What are your thoughts on using messaging apps for storytelling?
