Express yourself
Bringing Conversations to Life with Stickers
Objectives
While WhatsApp led the mobile messaging space, competitors provided more robust in-app sticker options and creation tools. To empower users to express themselves more naturally and intuitively, WhatsApp launched a continuous production pipeline for developing rich, meaningful sticker packs—turning everyday chats into more expressive and engaging conversations.
Execution
Just Global joined forces with WhatsApp to source and collaborate with illustrators from around the world, producing over 35 unique sticker packs in both static and animated formats. Each pack was thoughtfully designed to spark conversation and foster connection around timely, meaningful topics—ranging from promoting COVID-19 vaccination and celebrating Earth Day, to supporting mental health through humor and addressing anti-Asian hate. The initiative also highlighted cultural and emotional moments, such as honoring motherhood, helping fathers in India build deeper bonds with their children, and uniting fans during global sporting events like Copa América and the UEFA European Championship.
How it came to life
This dynamic content strategy gave users a powerful new way to express themselves—deeply, authentically, and visually—while honoring global and cultural milestones. By curating a diverse roster of artists from countries including Chile, South Africa, Nigeria, Ireland, and Indonesia, the initiative resonated with WhatsApp’s 2+ billion users across 180 countries.
From global celebrations like Celebrate the Game to religious moments like Ramadan, the sticker packs enriched everyday conversations. WhatsApp became more culturally relevant, more emotionally engaging, and more reflective of the world’s many voices—helping people connect in more personal and meaningful ways.
From global celebrations like Celebrate the Game to religious moments like Ramadan, the sticker packs enriched everyday conversations. WhatsApp became more culturally relevant, more emotionally engaging, and more reflective of the world’s many voices—helping people connect in more personal and meaningful ways.
0 %
Increase in monthly sticker releases
1000000 +
Downloads from one sticker pack within two weeks
