Case Study: ABS-CBN achieves a new social-media revenue model with Salesforce Social Studio

ABS-CBN Delivers New Business Model for Social Media with Salesforce Marketing Cloud

ABS-CBN, the Philippines’ leading media and entertainment company, set out to extend its advertising business into social media but faced the challenge of finding the right tools and data processes to manage large audiences, measure influence, and monetise celebrity engagement at scale. Chief Digital Officer Donald Lim needed a way to turn social insights into a reliable, auditable business model rather than arbitrary endorsement deals.

Using Salesforce Social Studio to monitor and analyse social activity, ABS-CBN built Stellar — a celebrity social marketing agency that manages almost 300 artists — and introduced a Navi Score algorithm to price campaigns based on followers, engagement and brand fit. The result was a transparent, data-driven influencer rate card, improved talent behaviour and social maturity, and a new revenue stream that set an industry standard for brand–influencer partnerships.

ABS-CBN

Donald Lim

Chief Digital Officer