Dark social, the sharing of content through ‘off-limit’ messenger apps, is an inherently difficult channel to monitor.
Yet somehow, one brand, in particular, has managed to grasp at least some level of control over it. Adidas Football’s ‘Tango Squad’ puts local, young influencers, with football in their blood, in charge of its messenger campaigns.
While the brand’s senior director of global brand communications, Florian Alt, admits to having to ‘hand over the keys’ to the sportswear giant, the campaign allows adidas to target and engage key consumers in a natural, personalised way.
PerformanceIN caught up with Alt at Festival of Marketing to talk about tapping into youth consumer behaviour, how its success can be benchmarked, and more.