When storytelling builds trust
How The Philippine STAR redefined branded storytelling through ‘Engage.’
MANILA, Philippines — To do things differently and stand out is one of The Philippine STAR’s ways of expressing its creativity.
But more than standing out, the company has always kept its readers and brand partners in mind. How can readers receive informative and engaging content? How can brands share their message in a meaningful way?
Moving beyond conventional advertisements and press releases, The STAR introduced “Engage.”
Through informative content, “Engage” brought together trusted writers, respected columnists and brand advocates to create stories that inform first and promote second.
The program demonstrated that thoughtful storytelling could create deeper connections between brands and readers.
A different way forward
For younger audiences today, branded storytelling has become part of everyday media consumption. Editorial-style features, sponsored content and creator partnerships now appear across websites, newspapers and social platforms.
A little over a decade ago, however, the approach was still largely unfamiliar.
Advertising followed a predictable formula, while press releases often competed for limited newsroom space with no assurance they would be published.
“Engage” offered a different way forward. Instead of simply promoting a product or service, it paired brands with respected STAR writers and columnists who explored topics aligned with a brand's advocacy.
“There’s a higher standard for Engage than the usual press releases a company issues,” says PhilSTAR Media Group Executive Vice President Lucien Dy Tioco.
“The story is exclusive because it’s written by our writer,” he adds.
The result was content that informed readers first while carrying the credibility and perspective they had long trusted from The Philippine STAR.
Among the brands that have collaborated with “Engage” are Insular Life, Alaska, Ayala Land and Ayala Malls, producing informative content that speaks to the readers’ interests.
A shared vision
For The Philippine STAR, “Engage” represented an opportunity to evolve while remaining true to its editorial strengths.
According to Dy Tioco, the program brought the editorial and advertising teams together while allowing each to uphold its own standards and processes.
“Engage is significant because there is a collaboration between two teams that can actually work together and create worthy content,” he says. “Even if it’s branded, it’s worth reading.”
Creative storytelling may continue to evolve, but The STAR’s commitment through “Engage” remains the same: to inform, build trust and tell stories that matter while creating value for both readers and brands.
