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Over three years, I partnered with WhatsApp to shape their voice across social—developing content for both always-on and campaign moments. The goal was clear: make WhatsApp feel as close to the people as the messages they send. The work spanned always-on content and campaign moments, building a social presence that reflected how users actually communicate—across cultures, generations, and inside jokes.
WhatsApp · Social media
overview
YEAR
2021-2024
CLIENT
WhatsApp (Meta)
PROJECT TYPE
Always On Content / 360 Campaigns
SERVICES
Copywriter
Each piece of content was crafted to spotlight real behaviors, celebrate unique group dynamics, and tap into local nuances—from how families use voice notes in Mexico to how friends share stickers in Brazil. We created formats that explained features, rode trends, and above all, stayed true to WhatsApp’s role in everyday life.
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