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Campaign strategist: Celebrity endorsers a 'big plus' to campaigns

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Mico Abarro, ABS-CBN News 

<figure class="op-interactive"><iframe allow="autoplay; fullscreen" frameBorder="0" height="100%" id="ivsplayer01" scrolling="no" src="https://player.ivideosmart.com/ivsplayer/v4/dist/html/iframe-src.html?iframeid=ivsplayer01&amp;key=e8c22c015ca9eafa76f1e3edfa03c603&amp;spid=3001339&amp;vid=1958841" width="100%"></iframe></figure><div class="iwantbar">Watch more in <a href="//www.iwantv.com.ph/">iWantv</a> or <a href="//tfc.tv/">TFC.tv</a></div>MANILA - Celebrity endorsers are still a &quot;big plus&quot; to a political candidate&#x27;s election campaign, according to campaign strategist Alan German. German told ANC&#x27;s After The Fact on Wednesday that although there is no numerical value yet as to how much they contribute to a campaign, celebrities still help increase the public&#x27;s awareness of a specific candidate and their memorability. &quot;When celebrities attach themselves to you or your brand, immediately there is a spike in your awareness because you inherit the fanbase of that celebrity,&quot; German said. &quot;Memorability is also increased because instead of saying &#x27;sino nga pala si Alan German?&#x27; then they say, &#x27;Ah yung pinili or yung kasama ni so-and-so sa poster.&#x27; Mas kilala yun, eh.&quot;German added that studies in retail have shown that people tended to notice brands of products that were endorsed by celebrities, and this applied to candidates as well. &quot;The purchase intent really has been measured to increase in competitive markets,&quot; he said. &quot;When a celebrity endorses these products, the products that they endorse really stands out from their competitors without endorsements.&quot; For German, the more &quot;eyeballs&quot; a celebrity have on them, or the most engagement or social media presence, the more effective they are in endorsing a certain political candidate. He added that politicians can make use of celebrities to appeal to a certain demographic. &quot;Halimbawa mahina ka sa youth, pipili ka ng bata. Mahina ka sa LGBTQ, pipili ka ng endorser na ganon who is popular in their community,&quot; German said. Even celebrities who are considered to be past their prime could be useful to a political candidate, as they still draw people to campaign sorties, especially in the provinces. &quot;They have a great value outside of NCR and especially in sorties,&quot; German said. &quot;While they may not be popular in the mainstream, they are what we call &#x27;draw multipliers&#x27;. They&#x27;re still draw multipliers when they attend an event, pinupuntahan padin sila ng mga tao.&quot; When asked how much a celebrity could make in endorsing a candidate, German said top stars could be paid up to P40 million. Though he added that this entails a lot of work and locked a celebrity in the deal for at least a year. &quot;You&#x27;re not just posing for photos or appearing in meet and greets or in their posters or merch mats,&quot; German said. &quot;You know, a political campaign, really, would entail a lot of blood, sweat, and tears for a celebrity.&quot; Political candidates, especially those in the 2022 presidential race, have enlisted the help of celebrities to endorse them such as Toni Gonzaga&#x27;s hosting of the Bongbong Marcos-Sara Duterte UniTeam tandem&#x27;s Grand Proclamation Rally in Bulacan last month. <ul class="op-related-articles">	<li><a href="https://news.abs-cbn.com/news/02/10/22/bongbong-expresses-gratitude-to-toni-gonzaga">READ: Bongbong expresses gratitude to Toni Gonzaga</a></li>	<li><a href="https://news.abs-cbn.com/entertainment/03/08/22/andrew-e-performs-at-uniteams-bulacan-rally">READ: Andrew E performs at UniTeam&#x27;s Bulacan rally</a></li></ul>Meanwhile, other celebrities like Cherry Pie Picache, Agot Isidro, and Nikki Valdez are among the celebrities that endorsed Vice President Leni Robredo. &quot;Eat Bulaga&quot; star Vic Sotto has also lent a hand to endorse his brother Vicente &quot;Tito&quot; Sotto III and presidential candidate Senator Panfilo &quot;Ping&quot; Lacson.<ul class="op-related-articles">	<li><a href="https://news.abs-cbn.com/entertainment/02/08/22/in-photos-celebs-lend-star-power-to-proclamation-rallies">IN PHOTOS: Celebs lend star power to proclamation rallies</a></li></ul>

According to Alan German, politicians can 'inherit' the fanbases of the celebrities who endorse them on the campaign trail. 

Campaign strategist: Celebrity endorsers a 'big plus' to campaigns

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Campaign strategist: Celebrity endorsers a 'big plus' to campaigns

Mico Abarro,

ABS-CBN News

Published Mar 10, 2022 09:44 PM PHT

Read More:

Halalan 2022

2022 Elections

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eleksyon

eleksyon 2022

Philippine elections

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Bongbong Marcos

Leni Robredo

Manny Pacquiao

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