CoveredCo. guided WhatsApp through a number of different marketing strategies. Working closely with the WhatsApp team, CoveredCo. was able to help position in press interviews and media coverage, prepare and attend Mobile World Congress and brand through WhatsApp events and merchandise.

WhatsApp’s Goals

  • Create media and public relations efforts where none had existed before
  • Develop a strategy for marketing and brand awareness incorporating ideas centered around global, product and customer
  • Attend and present at a major conference in the industry
  • Raise awareness in the technical community as a vehicle for recruiting.

The Study

As the first outside marketing firm to work with WhatsApp, Covered Co. aided in the strategic positioning and marketing development. Top tier press coverage and WhatsApp’s social media channels were the first major areas of focus. In order to realize WhatsApp’s full potential in these areas, Covered Co. implemented our Media Relations and Social Media Brand Management programs.

With Covered Co.’s help, WhatsApp was invited to present at Mobile World Congress 2012. Utilizing Covered Co.’s Conference Program, the planning and preparation for Mobile World Congress was turned into a simple and straightforward process. WhatsApp received the Judges’ Choice Award - Best Overall Mobile App at the conference along with outstanding media coverage. Covered Co. advised and connected with all press interviews that were conducted with WhatsApp to ensure relevant press releases. We also worked closely with a number of designers to produce marketable materials, such as t-shirts and water bottles, for events, fans and recruiting activities.

Covered Co. helped WhatsApp develop a broad-based global communications and marketing plan. Julia brought her industry experience as well as keen strategic thinking to help drive us and challenge us to build the best plan possible
— Brian A., Cofounder
Julia brought enthusiasm and passion to all the work she did with us. She championed innovative ways to give WhatsApp visibility and demonstrated a level of dedication beyond what I expected.
— Cristina T, Customer Support Manager