Direct messaging allows companies to grow influence among key fans rather than buy it, and Adidas has taken notice by making WhatsApp central to their marketing strategy.

  • Since 2015, Adidas has used the messaging platform to connect with key demographics, give exclusive access to new drops, and turn small-scale influencers into salespeople. 
  • Messaging apps are becoming the dominant mode of communication on mobile devices, with messaging app users +12.1% YoY as of 2019.
  • WhatsApp allows marketing to be conversational instead of transactional.
  • Brands must understand and respect the social conventions of private messaging platforms if they are to successfully use this mode to connect with consumers.


Full Digiday article 

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