A teen adds “Klik Says” to a WhatsApp group chat. The group receives playful instructions in a Simon Says-style format, and the game turns the chat into a shared, social challenge.
The move. Using WhatsApp without buying media
Klik is a chocolate snack in Israel that wants to increase brand engagement amongst its teen audience. It goes to WhatsApp, the #1 teen platform in Israel. Since WhatsApp does not offer any media inventory, Klik and its agency Great Interactive build a format that works inside the product. A WhatsApp version of Simon Says. Here, “media inventory” means paid ad placements you can buy inside the app.
The real question is how to earn repeat participation on a platform where you cannot buy attention. Treat WhatsApp as a product surface, not a media channel, and design a mechanic people can play together.
How it works. One phone number, many groups
- Klik publishes a dedicated phone number on its Facebook page.
- Fans add Klik to their WhatsApp groups.
- Once added, Klik runs the “Klik Says” game by sending tasks and prompts designed for teens to complete and share in the group.
In consumer brands trying to reach teens in messaging-first markets, the unit of design is the group chat, not the feed.
Results. Participation and completion
Over 2000 teens participate in the Klik Says game, and 91% of them complete the provided tasks.
Why this pattern travels
This is a clean example of engagement design when the platform offers no traditional inventory. The brand does not “advertise” inside WhatsApp. It behaves like a participant with a repeatable game mechanic, shaped around the social unit that matters. The group chat. Because the mechanic arrives as a chat participant and plays in the same thread as everyone else, it fits the social rules of the group.
Extractable takeaway: When you cannot buy placements, build a repeatable mechanic that shows up as a native participant in the user’s existing social unit, then let the group do the distribution for you.
Moves to borrow for messaging-first platforms
- Design for the group. Make the mechanic playable in a shared thread, not as a one-to-one brand broadcast.
- Enter as a participant. Use a bot or number that behaves like a member of the chat, with a consistent role and loop.
- Keep the loop simple. Prompts, responses, and completion should be obvious without onboarding.
- Make sharing the default. Structure tasks so completion naturally creates something the group wants to react to.
A few fast answers before you act
What is the Klik WhatsApp campaign?
A teen engagement campaign in Israel that turns WhatsApp group chats into a Simon Says-style game called “Klik Says”.
Why does WhatsApp matter here?
It is positioned here as the #1 teen platform in Israel, and it is where teen group behavior already happens.
How does Klik enter the experience?
Via a dedicated phone number shared on Facebook, which teens add to their WhatsApp groups.
What is the core mechanic?
A task-and-prompt loop, structured like Simon Says, that groups can complete together.
What are the reported results?
Over 2000 participants, with 91% completing the tasks.
