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Mario Bautista, has been with the entertainment industry for more than 4 decades. He writes regular columns for People's Journal and Malaya.

Sep 17, 2015

ABS-CBN Launches Stellar Social Media Celebrity Marketing Agency, The First Of Its Kind

AFTER CHICKEN PORK Adobo, a multi-channel Youtube network, ABS-CBN launches Stellar, the first of its kind social media celebrity marketing agency that aims to empower social media campaigns for products and services through the 230 Star Magic talents managed by them and their respective Facebook, Twitter and Instagram accounts.

One of them is actress Kathryn Bernardo, one of the most followed celebrities in the country with over five million followers on Twitter and 2.6 million followers on Instagram. On Facebook, the most followed are Kim Chiu and Yeng Constantino, in terms of personal pages and fan pages, respectively.

"As a leader in the digital space, we would like to set up the industry standard on how brands and influencers mutually benefit as they work together in engaging their audiences,” says ABS-CBN chief digital officer Donald Lim. “We offer a standard measurement and pricing model so we give credit where credit is due, and ensure all stakeholders in the social media ecosystem are taken care of in this entire process.”

Using different contextual social listening features, Stellar will determine the fit of the artists' persona to the needs of brands, and help them connect with their desired target audience via social media. The pricing for each social media campaign will be determined by Navi Score – a new scheme revolutionized by Stellar – which is the combined Digital Score and Star Score of an artist. The Digital Score reflects an artist’s reach, engagement, and number of social media mentions on Facebook, Twitter, and Instagram, while the Star Score is calculated based on an artist’s latest TV projects, movie projects, and last and current endorsements.

Stellar’s services also extend to other ABS-CBN digital properties as it will amplify the reach of its brand campaigns by utilizing the social media accounts of ABS-CBN, Star Magic, “ASAP 20,” ABS-CBN Sports, and entertainment website PUSH. Stellar will provide clients with thorough and complete analytics to measure the overall success of a campaign, and gauge the sentiments and reactions of people online.

The launch of Stellar was hosted by Robi Domingo, Sofia Andres and MYX VJ Erica Abello, and attended by Star Magic talents like Maja Salvador, Jericho Rosales, John Lapus, JC De Vera, Jolina Magdangal, Ella Cruz, Nikki Valdez, Andre Garcia, Paolo Santiago, Matt Evans, Melissa Ricks, Maricar Reyes and others. To know more about Stellar, visit stellar.abs-cbn.com, like www.facebook.com/stellar.abscbn, or follow stellar_phils on Twitter and stellarphils on Instagram.