KUALA LUMPUR —  Hawaya, the mobile application platform that helps single Muslims across the world find their partner, has hired Zeno Group as its public relations agency of record for Malaysia, Indonesia and Singapore.

The newly-created assignment follows Hawaya's launch in 2017 by Egyptian entrepreneur and CEO Sameh Saleh. 

Zeno won the Southeast Asia pitch after delivering an integrated, geo-centric approach that matched data and analytics with local insights specifically tailored to each market. In addition, the firm will aim to ensure local nuances and cultural sensitivities are addressed, tapping into influencer marketing and data-driven storytelling to drive the communications mandate.

"Finding the right life partner is one of the most personal decisions in a person’s life, and it is mission-critical for us to help those find the right match," said Saleh. "One thing was clear, Zeno understood local cultures and the human behaviour that motivates and makes finding the ideal soulmate appealing, which are keys to knowing Hawaya’s audiences. We are excited about the future and growth opportunities for the app in the different markets."

During the one-year appointment, Zeno will drive the overall communications direction and strategy for the brand to drive awareness and build the presence of Hawaya across targeted markets.

“Hawaya challenged us to use data and insights across three distinct Muslim cultures, and to look at love and marriage in new ways," said Zeno Asia-Pacific president Paul Mottram. "We are focused on delivering business growth for Hawaya across Malaysia, Indonesia and Singapore, powered by the passion and innovation from our teams to deliver breakthrough campaigns and storytelling."