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Adidas, the sportswear brand, faced a challenge with content being shared on private social channels, which meant they were unable to connect with customer groups. Florian Alt, the Senior Director, Global Brand Communications from Adidas Football, decided to address the issue of one-to-one conversations via instant messaging by creating hyper-influencers.

Called Tango Squads, these communities of influencers gain first access to new content that they can share amongst their friends and followers. The aim is to build experiences and products for the target audience. It also means all content can be tracked, all visits can be measured, all expenditure can be attributed and justified.

Alt noted that Adidas needed to listen to what these influencers were saying to understand what type of content works for them.

The programme has been launched in 15 cities with 500 people that are known as ‘hyper-connected football creators’. There is a dedicated web page for others to ‘join the squad’ (www.adidas.com/com/apps/tangosquad).

The concept has risks as elements of the brand are being handed over to third parties who could abuse the content. Alt has recognised that it is important to allow influencers to talk about the brand, but important that Adidas does react to their feedback.

Challenges with the influencer programme revolve around measuring dark social as none of their current systems could do this. Alt stated that as messenger platforms were built for people to communicate on a one-to-one basis, it wasn't possible to track the conversations. Other difficulties were legal issues such as data protection, but at the moment the community was effective for the brand.

Success will be measured by the number of cities where the Tango Squad is active, along with an increased number of hyper-influencers sharing exclusive content.

Watch Florian Alt talk about the Tango Squad and dark social on YouTube: www.youtube.com/watch?v=rUtyrg0jFBM