LONDON—Twitter has moved its UK PR assignment to Red Consultancy, as the social media platform attempts to step up consumer engagement.

The decision follows a competitive review, revealed earlier this year by the Holmes Report. Twitter had previously worked with M&C Saatchi PR since 2012. 

The Holmes Report understands that Twitter is aiming to continue building its consumer and lifestyle positioning, in a bid to boost acquisition.

While Twitter's active UK user numbers have grown rapidly to 15m, a source familiar with the situation noted that the company is seeking broader mass-market appeal beyond the "chatterati".

Despite slowing overall user growth, Twitter's UK revenues tripled in 2013 to £46m, and are expected to reach £180m by 2015. The figures suggest that the UK is becoming a key revenue generator for the company, accounting for more than 11% of global income last year. 

It is understood that Red has already started working on the assignment, including yesterday's initiative to vote words into the Collins English Dictionary.

Representatives from Red Consultancy declined to comment, while Twitter did not respond to request for comment as this story went live.