U Mobile hands social media duties to new agency

Malaysian mobile and digital services provider U Mobile has picked Lion & Lion to take charge of the telco’s social media presence for its brand and marketing services portfolio.

The partnership will see Lion & Lion rolling out its comprehensive social media strategy and content development plan to enforce U Mobile’s position as Malaysia’s leading 5G network.

Don't miss: Lion & Lion launches new social media consultancy

With a focus on enhancing network and 5G perception, fostering brand affinity, and bolstering channel growth, Lion & Lion's digital campaigns have begun across U Mobile's social platforms, including Instagram, TikTok and Facebook.

“We are delighted to welcome Lion & Lion as our social partner," said Bernard Lee, head of brand and marketing services at U Mobile. "With ambitious plans for 2024 to expand our brand presence to a wider audience, we sought fresh insights, dynamic ideas, and a partner capable of navigating this rapidly evolving market."

He added that Lion & Lion stood out with their enthusiasm and media-agnostic creativity, presenting digital and vernacular concepts for both product and
brand campaigns.

"We’re looking forward to a collaborative journey that showcases U Mobile’s ethos and commitment to customer enjoyment, as well as one that strengthens our position nationally as a network,” said Lee. 

"We're proud to partner with U Mobile, an iconic brand that is locally grown, widely recognised, and loved by Malaysians. Our team is beyond excited to help shape the next social play for U Mobile, especially now with 5G, a game-changer that opens up many possibilities for both the brand and consumers,” added Ham Maghazeh, group director of social media at Lion & Lion.

Since initiating the partnership, Lion & Lion has worked on a number of engaging campaigns, often in collaboration with local influencers, content creators, media and entertainment partners, to craft compelling social experiences.

Notable campaigns include "#MovingTraditionsForward" for Chinese New Year in partnership with calligraphy artist Fong Sheeney, and amplification for Warner Bros. Malaysia’s film releases such as Aquaman 2 and Godzilla X Kong: The New Empire through various activations on social media.

"Creativity drives our partnership with U Mobile,” said Claudia Low, creative director at Lion & Lion. “It guides how we position and showcase our 5G capabilities, how we choose our partners and sponsorship opportunities, and how we craft our content to unlock unbeatable moments for our audience with our unbeatable product."

"Our mission is simple: In everything we do, we aim to foster meaningful engagement and create a lasting impact," Low added. 

The news comes shortly after Lion & Lion launched a social media consultancy practice named "Social IntelliSync" in response to the dynamic demands of its clients, it said in a statement when MARKETING-INTERACTIVE reached out in Febuary this year. 

Social IntelliSync reinforces Lion & Lion's commitment to pioneering creative solutions. It aims to transform social data into actionable insights by providing brands with strategic, data-guided counsel on how to move and pivot faster and more accurately from culture, community, content and commerce to conversion. It will also work across APAC markets.

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