How brands can connect with dark communities in the Philippines

TBWA’s RJ Paculan and Jean Arboleda believe dark social communities are a great opportunity for brands to develop meaningful connections with Filipino consumers.

This article is part of a Spotlight series on how brands in Southeast Asia can work better with the dark side of social media. Read more

Across the Philippines, social platforms have primarily been a way to connect with individuals and small communities of family and friends. However, life in extended lockdown has elevated, evolved and expanded these virtual communities to become more structured, targeted and organised, with community groups categorised by location – village or city – or by interests, such as baking or cooking, DIY, gardening, and fitness and...

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