WhatsApp In-App: Branding + Content
This is the WhatsApp In-App ecosystem, a collection of content streams built to show the world who we are and equip our users with the tools they need to get the most out of WhatsApp — all from within the app. It’s everything our brand is about — privacy, usefulness, and closer connection.
We engineered this ecosystem from the ground up, from the brand’s on-platform tone of voice to multiple new original content series.
01. First things first, how do we show up as WhatsApp within our own app? What do we sound like?
BRAND VOICE
We wanted our branded In-App presence to embody the WhatsApp brand persona and explore its spectrum of tones – from direct and educational to fun and expressive – depending on what the moment calls for. After lots of exploration, we landed on Your Protective Big Sister. Our goal is to sustain brand loyalty by approaching tone and language from an insider news POV.
Brand Voice + Persona: Your Protective Big Sister
She is unapologetically real. She speaks in a way that feels fiercely supportive and inspires you to turn to her for advice. A voice that you want in your corner. Wise, warm and worldly. With experience behind her and your best interests at heart, she knows how to guide you in the right direction. She’s always there with an arm round the shoulder and an encouraging word. Usually followed by an honest, witty comment.
✅ Unapologetically real
✅ Fiercely supportive
✅ Wise, warm, and worldly
02. Now that our Protective Big Sister tone of voice is established, what do we want to say? What kind of content do WhatsApp users crave? How do we bring it to them?
THE WHATSAPP CHANNEL
We created WhatsApp Channels to provide WhatsApp superfans with an exclusive, culturally relevant space to stay up to date with the brands, groups, and people they care about — like Bad Bunny, Netflix, and so many more.
We then built out our very own WhatsApp Brand Channel from the ground up. This is where we post product news, exclusive drops, and original WhatsApp content series for our 230+ million channel following that continues to grow every day. The WhatsApp Channel is where editorial meets social.
Each content series serves a different purpose, whether it be edu-tainment, boosting brand love, or telling true stories of WhatsApp users across the globe. And every post garners as many views as a Super Bowl ad. Crazy.
The Feature Featuring Started on WhatsApp WhatsApp Wisdom Channel Crush Chat Messages
03. Was it successful?
EXPONENTIAL GROWTH
Since establishing the brand’s on-platform tone of voice and creating multiple original new content series, over 200+ million new users opted to follow the WhatsApp Channel. Yep, definitely successful.
BRAND WhatsAppAGENCY Creative X @ Meta
CREATIVE DIRECTORS Naz Nazli, Jose Luis Martinez
CREATIVES Ethan Fialk, Jansen Yoder, Kate Ursu, Lynn Nakamara, Neha Embar, Melvin DeBerry
IN PARTNERSHIP WITH:
PRODUCTION Even/Odd, Brand New School, Hueso