The Campaign

Filipinos strongly relate to moving stories based on powerful truths that mirror their real-life experiences. Kwentong Jollibee is a fitting testament to the Filipinos’ deep affinity with the brand that is made even stronger by memorable experiences shared with friends and family. Leveraged on popular, significant celebrations, Kwentong Jollibee released tales based on Filipinos’ shared moments of joy during these occasions. Namely, “Homecoming”, “Status”, and “Signs”, for Valentine’s Day “Tess”, “Amor”, and “Helen” on Mother’s Day, “High” Five” on Father’s Day, with “Apo” (Grandchild) and “Pamasko” (Christmas Gift) for Grandparent’s Day and Christmas 2017 respectively, the viral episodes were shared to the media through the movie screen and brought to life through social media. By creatively weaving true Filipino stories that celebrated the peoples’ love affair with Jollibee, and releasing them online, the brand was bound to capture the hearts of fans all over the world.

Results

Kwentong Jollibee effectively brought the brand to the top-of-mind of Filipinos with its heart-tugging and authentic stories. The episodes sparked mixed emotions of love and nostalgia among the target publics, prompting them to share their own Jollibee stories and bringing a significant rise in brand volume trend by 838%. More than the Philippines, Kwentong Jollibee’s Valentine’s Series was also able to spark the interests of the international audience, with many YouTube creators posting reaction videos to the episodes, and improving total brand conversation by 200%. It also piqued the curiosity of the public to check the brand, bringing them to its Facebook page which increased the total page engagement by 59%. The success of each episode also drew many Filipinos closer to Jollibee, increasing positive sentiments by 850% as it imparted valuable lessons that are consistent with the brand’s values.

Execution

To be able to tell stories in a new and compelling manner, Jollibee worked with renowned film directors to effectively capture and portray emotions for each episode. In September and December 2017, the brand released Apo (Grandchild) and Pamasko (Christmas) to pay homage to the special people in everyone’s lives – the grandparents and the hardworking Overseas Filipino Workers. In February 2018, Kwentong Jollibee made the country fall head over heels with its Valentine’s series – Homecoming, Signs, and Status – that showcased the power of love. Prior to its online release, Jollibee engaged the media for an advanced screening and meet-and-greet with the cast. In May 2018, Jollibee celebrated the endless love of mothers with its first-ever Mother’s Day trilogy – Amor, Tess, and Helen. This was followed by High Five, a light and uplifting Father’s Day tribute in June 2018.

1. The Kwentong Jollibee episodes successfully depicted powerful truths that resonate with the Filipinos, with each episode reaching significant numbers: • The 2017 episodes, Apo (Grandchild) and Pamasko (Christmas), combined for a 49.4 million total reach, earned 30.1 million Facebook and YouTube views, and over 163,000 shares. • 2018 Valentine’s Series “Homecoming”, “Signs”, and “Status” had a combined total of 95.2 million reach, 61.5 million Facebook and YouTube views, and over 636,000 shares. • The Mother’s Day Trilogy “Amor”, “Tess”, and “Helen” reached 65.5 million online audiences, 26 million Facebook and YouTube views, and 110,038 shares. • The Father’s Day tribute “High Five” achieved a reach of over 22.3 million, 10.3 million Facebook and YouTube views, and over 45,000 shares. 2. In February, flagship products featured in the Valentine’s episodes also enjoyed the limelight with increased online product mentions by 68% for Yum Burger and 100% for Jolly Spaghetti. 3. The Valentine’s series was also picked up by various media outlets in print, broadcast, and online, registering a total of Php 12,539,360.98 in PR values (234,45993 USD).

The Situation

As the Philippines’ well-loved fast-food brand, Jollibee wanted to strengthen its relevance and deepen brand love among its customers. It took a step further to spread joy and touch the hearts of millions of Filipinos with its most anticipated online short films in Kwentong Jollibee (Jollibee Stories). With the Valentines series leading the campaign, succeeded by heartwarming viral episodes on Mother’s Day, Father’s Day, Grandparent’s Day, and Christmas, Jollibee effectively communicated powerful messages of joy and love – proving how the fast-food giant remains true to its promise of bringing countless joys to individuals and families around the world.

The Strategy

More than the families, the brand also focused on the young working adults who believe in and imbibe the same traditional values that the brand promotes and have associated Jollibee with special events in their lives. Print, broadcast, and online media was used to help amplify the campaign, reach a wider audience, and generate conversations about how the beloved brand plays a role in their everyday lives. The brand brought to life relatable and true-to-life narratives centered on the insight that Filipinos relate strongly to beautifully told stories that are based on powerful truths and that mirrors real-life experiences. And having a strong online community, Jollibee utilized its social media assets (over 6 million Facebook followers and over 150,000 YouTube subscribers) to share touching stories based on real-life accounts of Filipinos from various generations, reminding everyone of their own unforgettable moments and experiences with the brand.