Track record

Past projects, and in what capacity

This page has two halves. The first covers projects core team members led while employed elsewhere, which are individual track records. The second covers work contracted under Mumaoz Global itself. They are different things, so we list them separately.

Team track record listed separately
Every figure attributed to its source
Not company performance

Core team experience

Projects led by team members at previous employers

Every project below is work done by a team member during their employment. The companies named are former employers — this implies no partnership, agency relationship, or endorsement.

2018

FIFA World Cup IP campaign

MIGU Video · Channel development and media

Owned integrated promotion and media delivery through the tournament. The hard part was a short window with heavily concentrated traffic peaks, plus a required shift from static display to short-form video. The team re-sequenced the media mix and creative production schedule to land budget on the fixtures that mattered.

100M+

Users added over the year

Display → video

Creative format shift

All channels

Campaign scope

Re-paced spend against the fixture list, concentrating budget on the final group round and knockouts
Moved creative from static display to short-form video, cutting cost per impression noticeably
Load-tested the landing and conversion path ahead of traffic peaks so acquired users were not lost

2017–2021

Video platform growth and budget ownership

MIGU Video · Channel development, media, and commercial

Owned annual channel budget and user growth targets. Beyond campaign delivery, led the build of the source-tracking system, channel value model, and post-campaign evaluation framework — turning channel judgment from opinion into a comparable basis.

200M+

Users added

RMB 800M+

Budget managed

Frameworks built in-house

Built source tracking that resolved duplicate attribution and organic contamination of paid numbers
Established a channel value model converting short-term acquisition cost into long-term return
Shipped a post-campaign evaluation process with consistent approval and cutoff criteria

2014–2017

E-commerce channel growth and ROI control

Shanghai Zhongyan Information Technology (Fanli.com) · Channel development and media

Channel development and media buying, covering vendor onboarding, review, negotiation and settlement. The growth targets had to be met while keeping channel returns at a sustainable level, rather than buying user numbers at a loss.

150M+

Users acquired via channels

ROI > 5

Blended channel return

< 12 months

Payback period

Onboarded and vetted 15+ media partners while managing 10+ agencies
Settled RMB 200M+ in total spend on a stable reconciliation and collection process
Cut blended unit cost roughly 21% through vendor vetting and commercial negotiation

About the figures on this site

The media budgets, user growth, and campaign performance figures shown on this site were achieved by members of our core team on projects they led or contributed to at previous employers (MIGU Video and Shanghai Zhongyan Information Technology). They are presented to illustrate the team's professional track record and do not represent the operating results of Mumaoz Global Limited as a legal entity. Company names are referenced solely as factual employment history and imply no partnership, endorsement, or authorization.

Company engagements

Mumaoz Global project work

Work contracted and delivered by the company. We publish case details only with the client's written consent.

Nothing publishable here yet. Live engagements are under NDA and cannot be disclosed. If you would like to understand the relevant experience, ask us for reference material during a conversation.

Ask for references

Who we work with

Four kinds of client, four different briefs

What each type actually needs varies a lot, so the service mix shifts with it rather than one package being sold to everyone.

Brands and advertisers

Buying media in mainland China or abroad, focused on conversion cost and budget efficiency.

Content owners and rights holders

Holding a slate or asset library, missing downstream buyers and market access.

Platforms

Needing a steady content pipeline, or support on acquisition and user growth.

Agencies and MCNs

Needing supplementary media access, content supply, or overseas campaign execution.

To hear more about specific projects

Some project material can be shared once an NDA is in place. Tell us which practice interests you and we will prepare it.