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02 June 2021
Dark communities: How brands in the Philippines can connect with them
Influencers, KOLsCustomer experienceSocial media planning & buying
TBWA’s Ryan Jason Paculan and Jean Arboleda believe dark social communities are a great opportunity for brands to develop meaningful connections with Filipino consumers.
Why it matters
Dark social is harder to measure and intercept, which creates barriers for brands to consider. But the high trust and engagement in these communities can provide valuable opportunities for brands if they are authentic and thoughtful in their approach.