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Payments on WhatsApp was launched in Brazil on May 4th. But as the product was still ramping up until mid June, we wanted to create excitement around it and drive virality, teaching our users how to get early access. So we used the number one national passion - soccer - to introduce WhatsApp's new feature in a contextual way that felt culturally relevant.

Our goals were:

Create excitement and awareness around the recently launched payments feature in BR
Introduce the concept of virality during the feature ramp up period to accelerate adoption
Share different product use cases and key reasons to believe