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Watch: Florian Alt of Adidas On the Hidden Power of Dark Social

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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.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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