WhatsApp partners with Spotify to promote View Once feature

WhatsApp has teamed up with Spotify in the UK and Germany to launch a multi-media marketing campaign to support WhatsApp’s new privacy-protecting feature, ‘View Once’, which enables WhatsApp users to send a photo or video that can only be viewed once.

The campaign sees WhatsApp collaborate with Spotify and two rising artists, Wes Nelson in the UK, and Zoe Wees in Germany, who have each curated a bespoke playlist. The artists share their own personal View Once moments in their lives with short films on the playlists they’ve curated, alongside the tracks that inspired them.

The campaign also comprises a new WhatsApp brand profile on Spotify, and an on-platform advertising campaign which will target users of Spotify’s free service. 

Wes Nelson’s curated playlist features artists including Dave, Clean Bandit, Skepta, Ed Sheeran and Migos, and he has also chosen three of his own tracks for inclusion. He 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 Im working on them. My playlist is simply a selection of some of my favourite songs that Im listening to at the moment.”

Zoe Wees’ playlist includes tracks from Billie Eilish, Julia Michaels, Rihanna, Justin Bieber and Ed Sheeran, and one of her own catalogue.

Brokered and developed by Mindshare, WhatsApp’s View Once campaign on Spotify is currently live and runs until 24 October.