To launch WhatsApp’s newest privacy feature, we had to come up with a creative strategy that both a) highlighted the privacy benefit Usernames provides and b) drive excitement and incentivize users to reserve their username during the reservation window.

We leaned into the universal conundrum of “what should my username be?” and had that be the spotlight of our launch spot. Featuring heavyweight champion Anthony Joshua, the spot highlights how username adds a layer of privacy while engaging in the debate of what his username should be.

To supplement, we created additional educational assets (coming soon!) and localized assets for our biggest market— India— that feature superstar Aamir Khan and highlight the phone number privacy that usernames guarantees.

This launch resulted in WhatsApp’s biggest proactive privacy launch in recorded history and drove positive mentions about the feature worldwide.