Kris Aquino is a celebrity endorser who has established a unique position as an influencer in both traditional and digital media, and for these past few days, she's been showing how unique her endorsement style is.
It began on April 19, when Kris wrote a strongly-worded Instagram post against her former husband James Yap: “You are missing out on experiencing what a caring, generous, polite and lovable boy Bimb is—and it is your loss.”
But what truly interested public relations experts was what Kris wrote next: “I am ready to be bashed for washing our dirty laundry (of course with Ariel Antibac with the power of Safeguard) on IG (Instagram) but this mother has had it with half-truths and hypocrisy and she needed to make a stand for truth."
What caught the attention of PR specialists was her masterful move of mentioning products she’s endorsing while unleashing fury online.
Kris has been a long-time endorser of Procter & Gamble’s laundry detergent brand, Ariel.
Three days after, Kris posted yet another controversial caption on her Instagram account.
This time, the post went against TV broadcaster Korina Sanchez after featuring James and his family in her show, Rated K, on Sunday.
The post was met with mixed reactions, prompting several netizens to leave comments on her Instagram account.
Again, Kris gamely replied with special mentions of the brands she’s advertising again.
One Instagram user told her, “Tama na po,” asking her to stop her posts against her husband, but she replied with: “Why? Sayang ang Smart data plan ko. And our PLDT Home Unli Fibr.”
She went on to mention three other brands in three separate comments: cosmetic brand Ever Bilena, chocolate brand Toblerone, and pharmaceutical company Unilab.
Do mentions of brands while engaging in a public fight online with a former spouse or a former colleague help promote those products?
A veteran PR manager said that such moves can do more good than harm as celebrity mentions have more mileage value than a paid commercial.
“For some brands, the more mentions the better so long as they’re not done in a negative light,” said the PR expert who refused to be named. “Most Filipinos will take these mentions in a lighthearted way.”
True enough, several netizens took screenshots of Kris’ Instagram posts and shared it on Facebook and Twitter, lauding how the celebrity endorser managed to insert a seemingly paid post in an online rant.
“She’s a brilliant influencer,” said the PR manager. “She knows the pulse of the market.”
Love her or hate her, one can’t deny Kris Aquino’s influential power.
This story originally appeared on Entrepreneur.com.ph.
* Minor edits have been made by the PEP.ph editors.