| Title | CHAMP'S BIGGEST FANS |
| Brand | JOLLIBEE FOODS CORPORATION |
| Product / Service | JOLLIBEE CHAMP |
| Category | G04. Social Behaviour |
| Entrant | PROPEL MANILA Makati City, THE PHILIPPINES |
| Idea Creation | PROPEL MANILA Makati City, THE PHILIPPINES |
| Production | ARCADE FILM FACTORY Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Francis Flores | Jollibee Foods Corporation | Global Chief Marketing Officer |
| Cathleen Capati | Jollibee Foods Corporation | AVP Marketing - Bestsellers Category |
| Bea Tempongko | Jollibee Foods Corporation | Brand Manager |
| Isabella Parazo | Jollibee Foods Corporation | Assistant Brand Manager |
| Cat Triviño | Jollibee Foods Corporation | PR Manager |
| JC Valenzuela | Propel Manila 360 Incorporated | Chief Executive Officer |
| Raymund Sison | Propel Manila 360 Incorporated | Chief Creative Officer |
| Dean Dee | Propel Manila 360 Incorporated | Managing Director |
| AJ Marquez | Propel Manila 360 Incorporated | Business Unit Director |
| Cookie Quevedo | Propel Manila 360 Incorporated | Creative Director |
| Jeanne Go | Propel Manila 360 Incorporated | Chief Finance Officer |
| AJ Marquez | Propel Manila 360 Incorporated | Business Unit Director |
| Maureen Valenzuela | Propel Manila 360 Incorporated | Chief Culture Officer |
| Earl Guico | Propel Manila 360 Incorporated | Digital Producer |
| Dean Dee | Propel Manila 360 Incorporated | Managing Director |
| Cookie Quevedo | Propel Manila 360 Incorporated | Creative Director |
| Patricia Abat | Propel Manila 360 Incorporated | Account Director |
| Earl Guico | Propel Manila 360 Incorporated | Digital Producer |
| Jem Orlina | Propel Manila 360 Incorporated | Senior Accounts Manager |
| Brent Guzman | Propel Manila 360 Incorporated | Senior Art Director |
| Patricia Abat | Propel Manila 360 Incorporated | Account Director |
| Miguel Paras | Propel Manila 360 Incorporated | Senior Art Director |
| Jem Orlina | Propel Manila 360 Incorporated | Senior Accounts Manager |
| Joe Yuhico | Propel Manila 360 Incorporated | Senior Copywriter |
| Miguel Paras | Propel Manila 360 Incorporated | Senior Art Director |
| Maxlee Merida | Propel Manila 360 Incorporated | Lead Data Analyst |
| Ishka Maranan | Propel Manila 360 Incorporated | Data Analyst |
| Brent Guzman | Propel Manila 360 Incorporated | Senior Art Director |
| Maxlee Merida | Propel Manila 360 Incorporated | Lead Data Analyst |
| Rhona Vislenio | Group M | Media Planning Director |
| Ishka Maranan | Propel Manila 360 Incorporated | Data Analyst |
| Denise Sarmiento | Group M | Corporate Media Partner |
| Alyssa Poyaoan | Group M | Media Planner |
| Rhona Vislenio | Group M | Media Planning Director |
| Alyssa Poyaoan | Group M | Media Planner |
| Belai Torres | Group M | Media Planner |
| Belai Torres | Group M | Media Planner |
| Barbie Leyba | Just Add Water | Producer |
| Denise Sarmiento | Group M | Corporate Media Partner |
| Marius Talampas | Arcade Film Factory | Director |
| Lace Lacap | Arcade Film Factory | Executive Producer |
| Barbie Leyba | Just Add Water | Producer |
| Marius Talampas | Arcade Film Factory | Director |
| Thyro Alfaro | Loudbox Studios | Music Arranger |
| Lace Lacap | Arcade Film Factory | Executive Producer |
| Thyro Alfaro | Loudbox Studios | Music Arranger |
This work was made by literally direct messaging the brand’s biggest fans to co-create the campaign with the brand. Relaunching Jollibee’s CHAMP burger by engaging a specific community of fans and turning them into rockstars, and their tweets into lyrics, stitched together to become an anthem that will excite all fans. The brand eventually employed these fans as real brand influencers, the real people, with real influence. Making the campaign both a collaboration with, and service for, the biggest fans. A real story of how engaging a specific group of real people, gave national engagement and massive sales.
Jollibee is the number 1 fast food chain in the Philippines. On January 2020, it phased out its premium burger, CHAMP, and within minutes, fans flooded social media with outpouring sentiments: unforgettable memories, declarations of love, and raving tributes. When the brand decided to bring the CHAMP back, they knew they needed to re-launch it in a way that will excite the Filipinos, and eventually energize brand sales.
So to launch the return of CHAMP, Jollibee took inspiration from the very same people who inspired this comeback: The most loyal fans of CHAMP. And the brand turned them into rockstars! Introducing CHAMP’S Biggest Fans! The first ever campaign made entirely by fans. Starting with the lyrics, composed from tens of thousands of comments and tweets, stitched together to become an anthem that will welcome the CHAMP. Then they put the fans at the center of social, turning their tweets into ads, and their comments into branded content. And most importantly, they celebrated the fans as the brand’s real influencers, real people with real influence.
This outpour of love for a burger won’t come from the average casual consumer of the CHAMP. Strong feelings and intense reactions like these can only come from loyal followers who are emotionally invested in the CHAMP. And there came the opportunity: When Filipinos are so emotionally invested in something, we can make big things happen. Whether it’s the first ever people power that toppled a dictator or achieving a zero crime rate during a Manny Pacquiao fight, breaking a global Twitter record for #Aldub, or creating a global icon like Jollibee, we make the seemingly impossible, possible. So the strategy was to unite the Filipino’s devoted passion for the CHAMP — all these strong feelings and outpouring love — and use it to celebrate the return of the CHAMP of the people. All orchestrated on platforms and mediums, where people can engage with the brand and each other.
Upon discovering the outpouring love of fans for CHAMP, the brand searched for the most loyal and biggest fans among them all, through their social media footprints. Directly engaging with the fans who showed intense feelings and overwhelming love for the CHAMP, and collaborating with them to create the campaign to welcome the burger legend. The campaign turned these fans into rockstars, and their tweets into lyrics, composed from tens of thousands of comments and tweets, stitched together to become an anthem that will welcome the CHAMP. The anthem was launched in an online film, played by real fans themselves. Then they put the fans at the center of social, turning their tweets into ads, and their comments into branded content. And most importantly, they celebrated the fans as the brand’s real influencers, real people with real influence.
And the results were legendary! Gaining over 15.2 million views and a whole lot of love from all the other fans, breaking records for brand engagement benchmarks by 841% on viewability and 562% on view-through rates. And more importantly, resulting in sales spiking to 500% on its first day, and overachieved daily sales targets by 150%. During a financial crisis. Indeed it’s the fans that make the legend, and the legendary results.
When Jollibee phased out its premium burger, CHAMP on January 2020, it discovered a community of fans with overwhelming love for the CHAMP. They flooded social with unforgettable memories, declarations of love, and raving tributes. Over tens of thousands of outpouring devotion for the burger. So when the brand decided to bring the CHAMP back, they took inspiration from the very people who inspired this comeback: CHAMP’s most loyal fans. The brand turned them all into rockstars. And their tweets into lyrics. Stitched together to create an anthem that will welcome the CHAMP’s return. Then they put the fans at the center of social, turning their comments into content. Most importantly, the fans were celebrated as the brand’s real influencers, real people with real influence.