Emirates NBD continues with WhatsApp to informally communicate brand messages

Facebook may have dropped the idea of advertising on WhatsApp but Emirates NBD bank is making waves in the banking sector by further growing customer engagement through leveraging the messaging service’s ‘sharing’ behaviour. The bank has been using WhatsApp to informally communicate brand messages. The most recent example was the #BankonLove campaign that used WhatsApp to broadcast special Valentine’s Day stickers to customers. The message read: “This Valentines Day, *stick* to your loved ones with Emirates NBD stickers. #BankonLove.” WhatsApp is used by more than 82 per cent of the UAE’s total population, making the platform impossible to ignore. Emirates NBD is using this marketing channel to raise influence in an ongoing way that connects with customers beyond just a transactional experience. The campaign was created in-house.