Mobile social network platform Momo awards TBWA\Shanghai creative + brand strategy duties

TBWA\Shanghai has been awarded the creative and brand strategy duties for Momo, one of China’s leading mobile social networking platforms after a competitive pitch.

Joanne Lao, TBWA\ Greater China’s CEO (pictured) said, “China’s social media landscape moves at speed; constantly innovating, challenging and changing. With over half of China’s population accessing social media platforms, the ecosystem is complex and competitive.

“As a leading platform, Momo’s ambition to continue to grow and forge greater connections with its customers makes it an exciting opportunity to develop work that shapes culture.”

Momo Inc. officially began operations in 2011 and filed for a U.S. IPO in 2014. Momo has become the third largest mobile social networking platform in China. Its innovative approach to connecting people via multiple mediums with a strong focus on video has led to its leading position in the market. Momo attaches great importance to building brand equity, and has achieved remarkable growth in recent years.

In 2017, the company’s goal is to continue its strategy to build deeper connections and communities driven by entertaining content. TBWA\Shanghai will work with Momo to develop and define a fast-moving creative process to transform the brand’s communications, with the goal to deliver rich experience through a combination of global expertise, and deep insights into Chinese young consumers.

Commenting on the appointment Wang Li, COO of Momo said, “Delivering our brand and products in a relevant and timely way is challenging in the complex communication environment we face. I believe TBWA’s rich experience will help our brand maintain effectiveness and novelty in this competitive market.”

Lao concluded, “With Momo embracing the same disruption spirit as the agency, we’re looking forward to collaborating with the team to develop communications that deepen the audiences’ experience with Momo.”