KWENTONG JOLLIBEE: CELEBRATING BRAND LOVE THROUGH COMPELLING DIGITAL STORYTELLIN

TitleKWENTONG JOLLIBEE: CELEBRATING BRAND LOVE THROUGH COMPELLING DIGITAL STORYTELLIN
ClientJOLLIBEE FOODS CORPORATION
Product / ServiceJOLLIBEE
CategoryA01. Food & Drink
EntrantJOLLIBEE FOODS CORPORATION Pasig City, THE PHILIPPINES
Idea Creation JOLLIBEE FOODS CORPORATION Pasig City, THE PHILIPPINES

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.

The Brief

Overall PR Budget: 44,878.4155 USD

Creative Execution

In September and December 2017, the Kwentong Jollibee episodes, Apo (Grandchild) and Pamasko (Christmas Gift) were released as homage to grandparents and the hardworking Overseas Filipino Workers (OFWs). To kickoff 2018, the Valentine’s Day series, “Homecoming”, “Signs”, and “Status” made headlines as each explored the different forms of love. As the most anticipated viral hits, a special media screening and cast meet-and-greet were held for the Valentine’s Series. On Mother’s Day in May 2018, the unconditional love of mothers was celebrated through the trilogy, “Tess”, “Amor”, and “Helen”, followed by the Father’s Day tribute, “High Five”, released on June 2018. All Kwentong Jollibee episodes were strategically released before or on the day of the significant celebration, which created a positive clamor online due to the engaging narratives that captivated millions of viewers in the Philippines and around the world.

Describe the success of the promotion with both client and consumer including some quantifiable results

1. The successful Kwentong Jollibee campaign produced significant numbers: • Apo and Pamasko (2017): - 49.4 million total reach, 30.1 million Facebook and YouTube views, and over 163,000 shares • Homecoming, Signs, and Status (Valentine’s 2018): - 95.2 million reach, 61.5 million Facebook and YouTube views, and over 636,000 shares combined • Tess, Amor, and Helen: (Mother’s Day 2018) - 65.5 million online reach, 26 million Facebook and YouTube views, and 110,038 shares • High Five (Father’s Day 2018): - Over 22.3 million reach, 10.3 million Facebook and YouTube views, and over 45,000 shares 2. In February, products featured in the Valentine’s episodes enjoyed an increased online product mention by 68% for Yum Burger and 100% for Jolly Spaghetti. 3. The Valentine’s series generated a total of Php 12,539,360.98 in PR values (234,459.93 USD) from print, broadcast, and online media.

Explain why the method of promotion was most relevant to the product or service

Despite being the Philippines’ most well-loved fast-food brand, Jollibee continues to recognize the challenge of constantly winning the hearts of Filipinos. And through its popular Kwentong Jollibee (Jollibee Stories) digital campaign, its role as a powerful tool for brand love was further cemented. Released on significant Red Letter Day celebrations, the viral #KwentongJollibee videos carried universal messages anchored on powerful truths that mirror real-life experiences. The episodes not only resonated with the locals but were also relevant to non-Filipinos as they were able to witness and appreciate the special Filipino family values Jollibee champions.

More than the Filipino families and loyalists, Jollibee also sought to gain the affection of young working adults—digital-savvy millennials who constantly seek new material to relate with. Jollibee also targeted the print, broadcast, and online media to amplify the significant messages of the campaign, and generate conversations based on the brand’s role as an important tool for brand love. Believing that Filipinos strongly relate to stories that mirror their real-life experiences, Jollibee brought to life moving narratives through a platform that’s familiar to its target audience—social media. With a formidable digital community, Jollibee utilized its online assets (over 6 million followers on Facebook and over 150,000 subscribers on YouTube). Renowned film directors were tapped to helm different episodes for a unique, compelling Kwentong Jollibee series that highlight experiences of unforgettable joy in each moment of love and champion traditional Filipino family values.

Credits

Name Company Position
Francis Flores Jollibee Foods Corporation Brand CMO
Arline Adeva Jollibee Foods Corporation Assistant Vice President and Head of Brand Communications, PR and Digital
Cat Triviño Jollibee Foods Corporation Brand PR and Engagement Manager
Dennis Reyes Jollibee Foods Corporation Senior Brand PR and Events Manager