WhatsApp's Branded Content Ambitions Grow With Giannis Antetokounmpo Movie

The messaging app wants to build love among consumers and be part of culture

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WhatsApp is venturing further into the branded content space as it strives to form deeper connections with its 2 billion global users, while taking control of its narrative amid expansion in the U.S. 

On Jan.16, the Meta-owned private messaging app released Ugo: A Homecoming Story, a feature-length documentary following brand partner and NBA star Giannis Antetokounmpo. In the film, Antetokounmpo and his mother, Veronica, travel to his homeland of Nigeria to connect with their roots and forge new bonds with their family, culture and countrymen.

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