SM Little Stars is the Philippines' biggest mall-based kiddie-talent search, held annually in over 50 SM malls nationwide, as part of the company’s commitment to give Filipino children a platform to develop their talents and realize their full potential. For over 12 years, since its conception in SM China malls in 2007, SM Little Stars has produced over 30 singers, dancers, and actors who have become Philippine pop stars. The 2018 challenge is to increase awareness and participation by 50% and to boost mall sales by 7% versus 2017, through a PR and Communications campaign. Actual results exceeded targets exponentially.

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