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

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