ABS-CBN launches Stellar to help make brands online via celebrities' social media accounts

Products and services seeking to amplify their online presence and engage with their target audiences can look into leveraging on the online personas of the most popular and followed celebrities via Stellar, the newly launched social media celebrity marketing agency of ABS-CBN.

Stellar, the first of its kind in the country, will empower social media campaigns for products and services through 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.

One of them is actress Kathryn Bernardo, who remains to be one of the most followed celebrities in the country with over five million followers on Twitter and 2.6 million followers on Instagram.

The most like and followed Star Magic artists on Facebook, meanwhile, are actress Kim Chiu and singer-songwriter Yeng Constantino, in terms of personal pages and fan pages, respectively.

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.

"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. 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.

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.

And to effectively measure a campaign’s success, 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.

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.