Dive Brief:
- Japanese messaging app Line is searching for an agency to help it break into the U.S. market.
- The app is looking to invest $10 million in its U.S. marketing efforts.
- Line currently has about one million active users in America, but hopes to expand that number to 30 million.
Dive Insight:
It may be tough for the Japanese messaging app to translate well to an American audience. Not only is it uncertain that Americans will be receptive to Line's style, but the app also has some heavy competition from the likes of WhatsApp, now owned by Facebook following a $16-billion buyout. So far, some of the agencies Line has met with have been reluctant to take the project on, but the right agency-brand relationship could help the app flourish in the U.S.
