By Danielle Gibson

From Adidas using WhatsApp to build hyper local communities in cities across the world to Greggs turning to the platform for a niche seasonal campaign, brands are still firmly in the test and learn arena when it comes to dark social.

Despite these experiments, Robin Shaw, co-founder of creative events, experiential and cultural consultancy company Warm Street, believes that the medium is a “massively untapped” resource for agencies, noting its ability to shine a light on consumers’ true interests.

Shaw works with Red Bull to help create unique cultural moments, and offers a significant insight into Read full story ›

Source: The Drum