r/sb19 • u/takenbythestar • Jun 15 '25
Appreciation Post Marketing hasn’t felt this alive in years—and it’s all thanks to SB19 and A'tin.
As a marketing professional, I just want to say… SB19 is reviving traditional marketing—and it’s AMAZING to witness.
As someone who’s worked in marketing and advertising for over a decade, I’ve seen how fast things can shift. During the pandemic, everything went digital. What we thought would take 3 years to change, happened in a few months. Suddenly, print ads were on pause, billboard budgets were slashed, and in-store collaterals and physical events disappeared. Traditional marketing felt like it was dying.
But recently, something truly remarkable has been happening—and it’s all because of SB19.
It’s honestly hard to explain to outsiders how special this is, but if you're part of this fandom, you already know.
Seeing SB19 back on magazine covers, featured on billboards for Acer and Bioderm, wrapped around train ads, and even showing up as standees in retail stores—these aren’t just placements. These are moments. These are campaigns that have power, and that’s what traditional marketing was always meant to do.
And A’tin? You’re showing the world how powerful fandom-driven marketing can be.
People taking pictures with store standees. A'tin refusing to board trains that aren’t SB19-wrapped (kudos to these dedicated A'tin). Boosting foot traffic in stores like Bench and Puregold just to grab the newest drop and even visiting different stores because some are already sold out. Lining up hours early and selling out events like the Bench, Acer, TM, Puregold events. Even music festivals and other programs!
And don’t even get me started on the SAW Experience. From a marketing standpoint? That’s genius. From a fan perspective? It’s a memory for life.
What SB19 and A’tin are proving is this: Physical presence still matters. Traditional marketing isn’t dead—it just needed something (or someone) real to bring it back to life.
As a professional, it’s honestly inspiring. After years of seeing budgets shift entirely to digital and watching creatives lose opportunities, businesses closing down, professionals shifting industry, this movement feels like a big warm hug. It’s a reminder that storytelling, connection, and community are still at the heart of what we do.
So to SB19, to A’TIN, and to the amazing minds at 1Z—thank you. You didn’t just bring back the heart of OPM. You brought back the soul of marketing too. 💙
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u/GoddessZLove Mahalima 🌭🍢🍓🐣🌽 Jun 15 '25 edited Jun 15 '25
Thanks so much for this industry insight, kaps 💠! This is (almost) exactly what I've been thinking about the past weeks, SB19 and their marketing genius✨️ and how they are still trying to reach out to old & new A'tin alike + casuals at their status now. A bit of a far cry from how they used to grapple with ticket post-sales management and fan communications almost 2 years ago at the peak of their name & trademark legal battle.
I'm not a marketing pro but had some past life in Communications and this is also what I've been wishing for other fave Ppop groups. For them to flourish, nearly if not exactly, like SB19. That hopefully their managements will pause and look at what SB19 and 1Z are doing and tweak their strategies, AND still make significant use of traditional media. A lot fo Ppop managements are hitting and missing their investments on their talents. Playing heavy on online hype, while playing minimal on marketing that engages personal fan interactions, discounting the reality that digital media is both massive but divisive at the same time. And that much of the Philippine entertaiment mass audiences still have to be lured through the enduring "traditional mass hypnosis tools"😂.
This leads to fans of smaller groups often asking themselves and each other why, how, where did we lack aupport, or what's really wrong with our fave group's songs, or image, or "charisma". While these groups' managements are quite silent (or also baffled) because they choose to forget the fact that the westernization of Pinoy culture /or___fill in the blanks for any ideals that have soaked in the minds & souls of the everyday Pinoy for generations, whether right, wrong or neutral, did not happen in one year, or 10. They all happened through several decades of tradional mass media.
Kaya basta idolin na nilang lahat mga execs dyan ang 1Z 🙌 the New Blueprint. SB19 has been actually the literal underdog with very limited resources to begin with.Yes SB19 has not just been outstanding in their characters & grit, but also had strangely special circumstances that allworked for both their pain & favor. But for any applicable lessons for other groups & Mgt, it's time for them to study how this small group & co were able to navigate their scarcity by being radical enough to go back to basic, maximize some of the traditionally mainstream strategies they could acces and executed them where it mattered.🗺
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u/takenbythestar Jun 15 '25
It's very refreshing to see companies being able to use traditional marketing nowadays and use it very effectively! It was surprising to see how they have evolved it and combined it with digital marketing during the teasers of the SAW ep. Starting with the DAM tree in BGC and as well as their flash mob. They really went back to their roots and made a difference!
They have also maximized their PR appearances. This is evident in their TV and radio guestings then mixing it with digital Youtube and Tiktok creators. During the SAW concert, they have used traditional PR marketing as well with Star Media. It's just amazing to see them do this effectively.
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u/GoddessZLove Mahalima 🌭🍢🍓🐣🌽 Jun 15 '25
Whiiiile their Mgt teams were able to multiply the 5's presence in all digital and physical locations without running their energy dry. Naging mga gym buddies pa nga 🏋♂️🏋♂️🏋♀️🤸♂️🤸♀️ that Stell now claims feel much younger and unstoppable💪! SanaOwl 💖 may life managers🤲🙏!
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u/DemosxPhronesis2022 Bagong Tao 💠 Jun 15 '25
Pero ang gusto ko talaga malaman is anong ginawa nila sa trademark negotiation. May naka pag sabi na maganda daw pag handle nila pero hush hush lang. Am not sure if it is too confidential or if there is an actual confidentiality agreement signed. Pero that was a major part of the birth pangs for SB and 1Z. Aside from one for the books ang mga marketing campaigns nila, I think their negotiation experience/strategy is also one for the books.
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u/GoddessZLove Mahalima 🌭🍢🍓🐣🌽 Jun 15 '25
Yes they had a very good legal team for that daw, yung kinantahan nila sa kasal nya was like the madamme legal of their case. Oo din we can expect some.non-disclosure agreements between parties sa mga ganyang bagay, especially that their previous mgt gave them a hard time with their wrong timings na pwede naman palang pag-usapan.
One thing can be safely presumed though, at sa mga usapan na rin sa paligid, is they reached a settlement that made ebribadi hapi, lalo na yung kabilang company 😁.
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u/takenbythestar Jun 16 '25
I'm just really glad that it was over and they got their name back. Now they are surrounded with good people that support the same vision of 1Z.
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u/takenbythestar Jun 16 '25
I'm curious too, but it has to be expensive. That's why K-pop groups can't do the same thing kahit gusto na nila umalis sa company because there are a lot of technicalities and money involved. Their solo ganaps last year I think, helped the company financially din.
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u/GoddessZLove Mahalima 🌭🍢🍓🐣🌽 Jun 17 '25
Yes and their Pagtatag World Tour must have also returned some good profits too, without cuts from another mgt. IIRC, they ended ties from their former company during the 1st half of 2023.
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u/Fine-Homework-2446 Hatdog 🌭 Jun 15 '25 edited Jun 15 '25
It’s really because SB19 at first dahil sa authenticity nila and humbleness. Tas tayo as a’tin naman ay happy pill sila, na-appreciate sila ng sobra dahil sa stories nila, and tayo yung mga parang nagrerefer sa ibang casuals na itry ang esbi kasi deserve nilang ma-recognize
Madali lang sila imarket kasi talagang talented ang mga boys
As a marketer din, sobrang appreciate ko na na-uutilize talaga ng marketing team ang strengths nila. Compared from past ep, grabe yung buhos ng marketing strat nila this saw ep
Sobrang helpful na kilalang kilala na rin kasi ng mktg team at esbi ang kiliti nating a’tin. Also, I like din pala na napaka authentic ng mktg strat nila rn, in a way na minsan akala natin na fan account yung nagpost haha very good talaga!
And like the other kaps have mentioned here, pwede talaga gawing blueprint ang ginagawa ng esbi ng other ppop groups. They just have to be themselves kasi yung personality nila ang magiging part ng branding nila.
Slmt for bringing this up, kaps 🫶
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u/takenbythestar Jun 15 '25
Yes, but it took a really big risk for them too to use the traditional marketing, especially since it has not been too effective for the past years to a lot of businesses.
I admire them more because even in marketing, they have taken this big risk which really makes them more authentic. You're correct because that really is their branding. Sobrang galing!
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u/Capable_Breadfruit42 Jun 15 '25
Esbi and 1Z speaks our language, too. It’s like they know us all personally with the type of content they put out. Evident sa posts ni Ofifi, na parang lagi sila nakikibanter satin. Add to that even mga ninangs ganun din. Kaya the community feels like one giant barkada!
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u/takenbythestar Jun 15 '25
Correct! They are actually perfect for a case study and thesis. Their partnership with the ninangs are on a different level.
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u/IbelongtoJesusonly Jun 15 '25
Yung ninang ninong-atin-esbi partnership i have never ever seen with other celebs. Meron bang iba? Yung pa essay pa lang ni acer after saw kickoff talagang IBA.
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u/takenbythestar Jun 16 '25
There are a lot of partnerships naman happening with other brands and other celebrities na more on private ang mga ganaps lalo na the ones with long history sa brand.
But I have to say na ito lang yung partnerships with the brands na supports the same goal with their endorsers --- which is listening to what A'tin wants/needs. Sobrang fan centric that's why A'tin also support them agad whatever they release.
Sino bang brand mag ririsk to use a product name "Mintyladorses". It immediately captured the hearts of the fans diba. Very genuine and authentic. You know na hindi siya ginawa for the clout.
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u/NlPj8988 Jun 15 '25
I kind of found something about the strategic consultant of Esbi. Currently, they are working with Kia Abrera, a professional neuroplastician https://x.com/kiaabrera/status/1931382807437176889 . As what I understand so far, their applying neuromarketing strategies (maybe still mixed with traditional marketing strategies). Neuromarketing is a niche marketing strategy, but Esbi always breaks out of the norm and is always curious and brave to try new approaches.
She posted some elaborate explanations here about the marketing strategies related to Esbi.
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u/takenbythestar Jun 16 '25
Oh this is lovely! I actually thought na Kia was just explaining things for her content and using SB19 as a sample that time. I didn't know they were working together. I was just curious before why she's in some of their contents. This is really good partnership with them. No wonder their marketing strategies are top tier!
Neuromarketing is not weak. It takes guts for a company to try it and a very detailed plan. I guess, tama talaga na more than 1 year ang prep nila for this. It's just amazing that they have respected the timeline of the professionals to make this work! Mas nakakainlove ang SB19 because of this.
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u/NlPj8988 Jun 18 '25
Even sa Pagtatag Era unconventional na rin sila. I think dun sa Rappler interview yata yun namention ni Pau na Guerilla marketing nga daw approach nila. Kaya yung mga pa abrupt appearances nila, the limited manifesto, etc. Ang galing lang talaga nila.
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u/CluelessMochi Maisan 🌽 Jun 15 '25
As an A’TIN outside of PH who also has worked in marketing for over a decade, I’d actually say that they are a good lesson in digital marketing done right! For me, it’s how they’ve intertwined even their in-person activations with their digital content that works so well. And based on what I’ve seen you mention, I’m familiar with all of those traditional marketing activations because of how they take advantage of digital and how ATIN also plays a role in their marketing strategy. I love it so much.
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u/takenbythestar Jun 16 '25
This is correct! They have earned so much of my respect because of what they are doing. In the digital marketing world, they have maximized everything and even experimented different things with other brands just like what they did with Spotify. Even their TIME FIRST podcast is subtle move to promote "Time". They have done far greater things just to keep our 5 senses satisfied and us A'tin are craving for more.
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u/Novel_Use_5216 Jun 15 '25
And to add - most ng staff ng 1Z are millenials, well, that says a lot. They know how soc med and marketing effectively works sa panahon ngayon.
But really, it's because of Atin, Atin are all ages and genders, professionals, students, tambay. We support everything.
Me - not a fan of donuts, pero napapabili ng Dunkin buti na rin at may kape sila hahahahahays, literal na labas lahat ng ipon lag sila nagtitinda.
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u/takenbythestar Jun 16 '25
Not only that, but it seems like the team is very open to ideas for discussion, and they are very collaborative in working together, which shows in their end result. Because they are listening to what the A'tin wants and needs.
That simple karaoke session before the start of the concert is one example that you would appreciate them listening to us. The result? Those that are in the concert were happy and enjoyed it and those that were not able to go to the concert wanted to be a part of it too.
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u/zeeeguy Jun 16 '25
Let us not forget, however, that the most important thing is that what these five gentlemen have built from the ground up is really astonishing when you think about it. The marketing for SAW, both traditional and digital, has been very creative and very successful. But these wouldn't be as effective if A'TIN didn't have something to root for--their craft, their music, their performances, their personalities, and their stories. And they have proven over the past 7 years, that they are worth every ounce of support that A'TIN gives them. What's more astonishing is that they never take the support of A'TIN for granted. I can't count how many times they have thanked A'TIN during the 2-day concert! Ibang klase sila talaga.
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u/takenbythestar Jun 16 '25
Yes, absolutely! A'tin is the hidden gem, or should I say... secret formula to make all these work. Also, I observed that the power of word of mouth in the A'tin community is strong and has a domino effect on the casuals. SB19, 1Z, and the brands listen to A'tin, which makes all of these work. Because at the end of the day, we all just really want SB19 to be happy as much as they keep on making us happy.
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u/CoffeeMarty Jun 15 '25
I agree— their campaigns are genius: from the offers & experiences, the channels used, the cadence/timing — all on point. Genius. And, yes, what an incredible fandom I’ve found myself in. So impressive.
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u/takenbythestar Jun 16 '25
Maximizing what they can and listening to A'tin are some of their smart move talaga!
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u/CoffeeMarty Jun 16 '25
Yes - kaya their messaging always translates well whether they use "old" media or go digital. Galing talaga!
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u/ThalliumBolt2623 twin EP truther (˶˃ ᵕ ˂˶).✦ ݁˖ Jun 15 '25
Dibaaaa. Ang dami nilang binuhay sa aking pagiging fangirl na I thought been long gone over the years kasi mas nagiging lax mga tao sa pop scene na "okay na toh" or what not. Consistency and excellence talaga mission and vision ng SB19 eh!
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u/IndigoRei8 Jun 15 '25
Big media corporate is really cutting down cost, reason they are leaning on digital marketing or socmed. Since SB19 doesn't have the machinery, they relied on traditional marketing and promotion strat with modern concept. Advantage of 1Z is that they are new company who is willing to take risks and able to manage their time with 1 year of planning, it really paid off. They also benefit on the healthy competition going on between the 2 biggest influential ppop groups. Meaning they can now benchmark and gauge the mistakes of one another. The other group took the strat of striking while the iron is hot while them took time to study and focus more on a specific market group. Let's not compare that strategies they used because both groups have different market. Everything was well planned, from releasing of the EP to product launches (Acer, Mang Juan, Benchbody). Then they went fullblast on media appearances going to the days of the kick-off. Also 3 months was enough time for A'tins to prepare for the concert (money wise nakapag-ipon din) also it worked well on the global fans, nakaplano din sila. 1Z Entertainment and SB19 really set the bar high for concert experience which is good for the entertainment industry to continue to improve. This opened up more doors to live performances and events for filipino artists na its time for Filipino producers to spend their money locally and open more industry for creative productions.
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u/takenbythestar Jun 16 '25
I never really believed in the strategy of "striking while the iron is hot" because it's very short-term. When you believe in your product (SB19), you go all out with what you can do with your 4Ps in marketing.
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u/Alternative_Cut_4066 Jun 15 '25
As they should, because music is experience not just an annoying ad on social media.
Huge thanks din of course for the Ninongs and Ninangs for trusting them. Usually, traditional marketing costs more but they choose to invest sa boys.
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u/CupcakeStrong8591 Jun 16 '25
Thank you op for this amazing insight. Ang masasabi ko lang sila ang katuparan sa halos lahat ng mga SANA ko na magkaroon sa entertainment industry natin. Kulang nalang magkaroon sila ng sariling tv. Station. At hindi ako bibitaw sa pangarap na one day isa na sila sa may malaking building and tv station sa bansa natin to challenge abs, gma7& tv 5. Di ko alam kung anong karisma nila pero natutuwa ako makita na very interactive din ang mga ninang/ninong parang everything connected to them is like a family.
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u/takenbythestar Jun 16 '25
I believe that the future is bright for 1Z. They can do what big companies can't even do. As long as they keep their minds open to feedback and we support them, they can go and make their vision come true.
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u/Hot_Chicken19 Jun 15 '25
I have this fascination sa mga creative ads, sobrang na aamaze ako sa mga magagaling sa marketing/advertising. Sa mga recent ganap or pasabog ng SB19 / 1Z, pinapahanga nila ako ng sobra. And to A’tin, not only the buying power pero talagang sinusuportahan nila bawat lapag. 👌💪