Stellar is the newly launched social media celebrity marketing agency of ABS-CBN. This will help product and services increase the volume of their online presence and engage with their target audiences by means of celebrities’ social media accounts. Meaning, brands has an option to choose a most-followed artist in social media to represent their product and services through the artists social media sites like Facebook, Twitter, and Instagram accounts.
However, they will be using a tool to verify the digital score of each artist. They called it Navi Score, which is a combination of Digital Score and Star Score. The Digital Score is measured by artist’s reach, engagement, and a number of social media likes on Facebook, followers in Twitter and Instagram. On the other hand, Star Score is measured by their last three (3) projects.
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ABS-CBN chief digital officer Donald Lim said, “We, brands and influencers, are setting the standard for the entire industry. One of our advocacy is to raise the social media IQ of celebrities and we believed that advertisers are very positive to it.”
“Stellar’s intent is not to junk down the price. We are looking for brand association. Instead of negotiating independently with artists, as what the advertising agencies are doing before, they can now contact Stellar and we can provide the right influencer for them,” Lim added.
Moreover, it is the talent’s prerogative whether to accept the brand or not. Because one of the objectives of Stellar is to determine the fit of the artists’ persona to the needs of brands to help them connect properly with their desired target audience via social media. Because whether they like it not, artists are already influencer.
For clarification though, this is not a competition between the artists. Stellar will help them with their optimum level of posting. Their scores will be depending also on how they will navigate or position themselves in social media. Meaning, it is at their own risk if they want to be a brand influencer or not. Navi Scores will be shown to them evidently.
Stellar was officially launched last September 12, 2015 at Restaurant 9501 in ELJ Bldg. Almost all Star Magic artists were present in the event to show support. They were very excited and looking forward to be an online brand influencer.
To know more about Stellar, like www.facebook.com/stellar.abscbn, follow stellar_phils on Twitter, and stellarphils on Instagram.