Say It Once

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

WhatsApp – “Say It Once” (2025 Global Campaign)

WhatsApp’s “Say It Once” is built on a simple human frustration: repeating yourself. The ad shows everyday moments where one message replaces dozens. A family group finally agrees on a meeting point. A small business sends one update instead of answering the same question all day. A group of friends settles plans with a single voice note. No features are explained. The message lands at the end: “When it matters, say it once.”

Key marketing lessons

• Turn friction into insight
The campaign starts from a real annoyance people instantly recognise, making the message feel earned.

• Sell relief, not technology
WhatsApp avoids encryption or features and focuses on the emotional benefit: less noise, more clarity.

• Behaviour-led storytelling
Every scene is built around how people actually use the app, not how the brand wants them to.

• Simplicity scales globally
One idea, minimal dialogue, universal situations. The concept works in any market.

• Product as invisible infrastructure
WhatsApp positions itself as the quiet layer that makes coordination easier, not the centre of attention.

Sometimes the strongest value proposition isn’t speed or innovation. It’s making life a little less repetitive.

Latest Trends and News

Google Expands AI Ad Reviews Before Launch
Google is testing pre-launch AI checks that flag weak value propositions, unclear pricing, and low-contrast visuals. The aim is to improve performance before spend begins, not after budgets are wasted.

Meta Rolls Out Account-Level Learning
Meta is piloting optimisation that shares learnings across all campaigns in an account. Winning hooks and formats now influence delivery everywhere, speeding up results and reducing duplicate testing.

IKEA Experiments with Shoppable Editorials
IKEA is testing editorial-style content that links inspiration directly to purchase inside its app. Product discovery starts with stories and ideas, not catalog pages, blending media and commerce in one flow.

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Weekly Tip

Write for the Second Read

Great content often gets read twice. The first time to understand, the second to confirm or remember.

• Make the core idea obvious on a quick scan
• Ensure rereading adds clarity, not confusion
• Remove anything that only works once

When content improves on a second read, it feels thoughtful, not disposable.

Weekly Challenge

Audience Reminder Post

This week, remind people why they follow you:

• Create one post clearly stating what kind of content you share and who it’s for
• Keep it simple and benefit-driven, no storytelling
• Pin the post to your profile for the week
• Track profile visits and new follows after publishing

Clear positioning helps the right audience stay—and attracts more of them.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.