WhatsApp his getting serious about is View Once feature and recently partnered with Spotify to launch a campaign with artist Wes Nelson and Zoe Wees to support the launch.
View Once does what it says – users can send a WhatsApp photo or video that is deleted after a single view.
As part of the campaign the two artists share a personal View Once moment in a short video clip and curated playlist of inspirational songs.
Wes Nelson said:
“WhatsApp is how I keep in touch with my friends and family. I send song ideas back and forth with my producers and other artists. View Once is a great way for me to share unfinished ideas as I’m working on them. My playlist is simply a selection of some of my favourite songs that I’m listening to at the moment.”
As part of the campaign WhatsApp is tapping into a new brand profile on Spotify and on-platform advertising that will target free Spotify users.