Zurich taps into Whatsapp stickers for CNY

Zurich Insurance has released a set of branded WhatsApp stickers for Chinese New Year. The stickers can be posted during conversations using the messaging application. This follows closely on from WhatsApp’s adoption of the stickers feature in October 2018.The company states that they believe that as brands had previously made seasonal content for other social platforms a must, doing so for WhatsApp, the dominant messaging platform in Hong Kong was an obvious decision.Telling Marketing why she believed the feature to be worth this attention, Fiona Kwok, chief marketing officer, Zurich Insurance Hong Kong said, “Not only are digital stickers visually driven, but they serve as an extension of the sender’s sentiments. When consumers use our branded stickers, we become part of the private dialogue that they are having with their family, friends, colleagues, business partners, etc. This creates positive relevancy for the brand.”Zurich says that they may consider releasing further sticker packs that are more consumer behaviour driven. These could include examples such as travel-related stickers which would be relevant to customers making use of travel insurance products.“We have always been passionate about creating innovative, engaging and sharable content on social platforms, and we are glad our actions are meeting the communication needs of consumers.”Though stickers have been a part of Facebook and the brand’s Messenger app for some time, this introduction of the feature to WhatsApp was another element of assimilation since Facebook purchased the app in 2014. On Monday Marketing reported on how Facebook intends to further integrate its various platforms.