‘#WhatsWrongWithSecretaryKimPH’ gains 2.3M reach on PH social media scene
A social listening report from Capstone-Intel revealed that the Philippine adaptation of the South Korean series “What’s Wrong With Secretary Kim” received overwhelming support from Filipino fans, citing millions of social media reach in the Philippines. Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Background “What’s Wrong with Secretary Kim” is a forthcoming Philippine romantic comedy TV series, loosely inspired by the 2018 South Korean drama of the same name. Scheduled for its premiere in March 2024 on Viu, the collaboration between ABS-CBN Entertainment and Viu brings this local adaptation to Filipino audiences. The South Korean series, based on a webtoon, not only achieved high local ratings in 2018 but also gained widespread global popularity. Produced by the acclaimed Dreamscape Entertainment, this marks the third collaboration between ABS-CBN and Viu in adapting top-rated international formats, following “The Broken Marriage Vow” and “Flower of Evil.” In this Viu Original Adaptation of the Philippine version of “What’s Wrong With Secretary Kim,” viewers can anticipate the stellar performances of Kapamilya stars Kim Chiu and Paulo Avelino in the lead roles of Secretary Kim and Mr. Vice-Chairman, originally portrayed by Park Min-young and Park Seo-Joon. Methodology Capstone-Intel Corp. examined the online presence of #WhatsWrongWithSecretaryKimPH in the country as a topic of discussion for over a week, from January 21 to February 20, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the Philippine adaptation of “What’s Wrong With Secretary Kim.” Facebook Performance Capstone-Intel found that #WhatsWrongWithSecretaryKimPH garnered a 10,904.3 engagement score for its 66 total post count, which yielded over 81,933 total reaction count. The bulk of the engagement score and total post count were all attributed to the adaptation being posted and discussed by supporters and other influencers, which heightened the series’ social media presence across the country. When broken down, “Facebook love” accounts for 54.6 percent of the total reactions, with 44,744. Followed by “Facebook like” with 36,667 reactions (44.8 percent), “Facebook wow” with 322 (0.4 percent), “Facebook haha” with 172 (0.2 percent), “Facebook angry” with 16, and “Facebook sad” with 12 reactions. Looking at the data, the majority of “Facebook love” and “Facebook like” reactions can be attributed to several Filipino social media users showing excessive support for the series as reflected in the top posts surfacing online. Online mentions Capstone-Intel likewise revealed that “What’s Wrong With Secretary Kim” received 97.8 percent positive mentions, and the remaining 2.2 percent were negative mentions. This means that the article mentions about the actress were mostly angled positively. On the other hand, It is also worth noting that the season received 2,379,191 social media reach, while its non-social media reach yielded over 9,375 non-social media reach. Top posts In terms of top posts, the top post for “What’s Wrong With Secretary Kim” was a Facebook post from Kapamilya Online World posting a promotional story about the series. This story received a 1,215.0 engagement score. The rest of the top posts for “What’s Wrong With Secretary Kim” show the series’ discussions from Facebook users.
