Say hi to the WhatsApp Channel. A channel on WhatsApp’s new channel platform, link here.

Results:

• Grew from 0 to 50,000,000+ followers in 3 months

• Grew to 100,000,000+ followers in 6 months

• The world’s WhatsApp No.1 channel

• 17,000,000+ likes, reactions and engagments, so far

• +0.4pt L0 Brand Love

• +0.3pt L0 App Preference

• +0.2pt L1 Closeness

Lauched in July 2023, the goal of the WhatsApp channel was to help build brand love and be a space to share WhatsApp news and updates with the world. But how do you make a global audience care about one channel amongst thousands of new ones?

Well, you need to do loveable things.

We carved out a space where editoral meets social. We created repeatable, franchise series for the channel that shared features and product news with a spin, and supported them with over 55 peices of creative. From WhatsApp sticker drops and exculsive content, to full-fat films focused on product news.

It all helped us succeed in our goal of moving brand love and messaging app preference gloablly for billions.

• Channel Crush: A GIF series highlighting other great channels on WhatsApp

• The Feature Featuring: A how-to series that uses creators and public figures that are relevant to a specific WhatsApp feature, IE a voice over artist showing you how to do voice messages

• WhatsApp Wisdom: A mini-documentary series that shares real-life stories of wisdom being shared through WhatsApp

• Reaction Polls: Animated GIFS that celebrate cultural and global moments through the year

• 55+ posts: 2-3 per week, in the first 6 months, driving audience growth and engagment

• New Year’s Eve: The WhatsApp Channel launched it’s first NYE campaign, centered around the updated “group calls” video product