MANILA – ABS-CBN has just a launched a first-of-its-kind social media celebrity marketing agency called Stellar to connect brands with the right influencers and their fan base.
Stellar will tap into media giant’s Star Magic artists and their Facebook, Twitter, and Instagram accounts. Star Magic, which manages some of the country’s most followed celebrities online, currently has more than 230 artists under its stable.
Looking at Facebook, for instance, the latest SocialBakers data reveals that three out of top five slots of fans pages with the most number of followers are Star Magic talents. Leading the poll is Angel Locsin with 13.2 million fans.
Steller is not all about glitter, however. Like most digital agencies it will be using different contextual social listening tools to 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 that Stellar will be introducing – based on 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.
“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,” said ABS-CBN chief digital officer Donald Lim.
“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,” he adds.
Stellar’s services also extend to other ABS-CBN digital properties. This includes the social media accounts of ABS-CBN, Star Magic, “ASAP 20,” ABS-CBN Sports, and entertainment website PUSH. Clients with also have access to analytics data to measure the overall success of a campaign and see the sentiments and reactions of people online.
