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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.
The documentary’s title is based on Antetokounmpo’s Nigerian birth name, Ugo.
Available on WhatsApp’s YouTube channel and in select markets on Prime Video, Ugo was directed by Nigerian-American filmmaker Rick Famuyiwa, whose credits include the Magic Johnson Apple TV+ documentary They Call Me Magic and episodes of Disney+ hit The Mandalorian.
Ugo is also the latest entry in WhatsApp’s “There’s No One Like Us” content series, following its 2022 short film Naija Odyssey. That project also launched on Prime Video and features narration by mother and son Antetokounmpo.
Created with agency Translation, both projects are about familial connection, cultural discovery and personal identity—themes WhatsApp also explored in its earlier work featuring Antetokounmpo with comedian Hasan Minhaj.
A unique brand partnership
WhatsApp chief brand officer Vivian Odior told Adweek that Ugo was “years in the making.” The company announced its partnership with Antetokounmpo in 2022.
The mission of the documentary is to use the basketball superstar’s story not only to help people feel seen, but also “to go about brand partnerships in a unique way,” said Odior.
WhatsApp has enlisted media agency Spark Foundry and PR agency The Lede Company to follow the entertainment industry marketing playbook for Ugo, with traditional and digital media buys marketing the trailer and shorter cuts of the film to drive audiences to watch it on Prime Video. Earned media, influencers and partners will amplify the message, while the brand will host premieres in New York and Houston celebrating the global diaspora and featuring curated post-film discussions.
