Dark social squads of hyper-connected brand advocates are fuelling Adidas’ bid to become the “hottest social currency” in football.
O2 is looking to personalise the communications it sends out on its owned and earned media by tracking users on ‘dark social’ – content sharing that cannot be accurately tracked because it takes place on messenger apps or via email, rather on Facebook or Twitter.
Even though 75% of all online content in the UK is being shared through dark channels – areas not measured by web analytics such as links sent via email, online forums or private instant messenger platforms such as WhatsApp – brands are still “overwhelmingly” neglecting the space, according to new research from RadiumOne.
This month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
Coca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Covid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
Unilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.