Jollibee is digital engagement leader among QSRs in PH
Brand
tops share of voice and share of engagement in major social media platforms
In today’s digital world, engagement is
such an important factor. The Philippines’ #1 fast-food chain is also #1 in
digital engagement. For decades, Jollibee has been capturing the taste buds of
Filipinos with its langhap-sarap
treats. Lately, the brand has been winning over the hearts of millions online
with hit-after-hit digital content.
According to a report by Community Plus,
a social listening tool used by various global brands, from January to June
2017, Jollibee outranked all other brands in the quick service restaurant
category, particularly in Facebook where it garnered a majority 37% share of
engagement, twice greater than its biggest foreign competitor. Social media
intelligence tool Thoughtbuzz also reports that Jollibee is the #1 most talked
about QSR brand, registering 1.5 million mentions in various digital platforms;
almost triple that of its competitors in the same period.
Jollibee Global Brand Chief Marketing
Officer and PH Marketing Head, Francis Flores shares, “Jollibee’s stellar
digital success has been key to sustaining our market leadership in the
country, across all our major target markets.”
Flores adds, “Through world-class,
highly engaging online content and digital innovations, we will continue to
break the internet to reinforce our position as the Philippines’ most loved,
most talked about brand. For us in Jollibee, capturing the hearts of the
Filipinos online (and offline) is the ultimate reward.”
The
Kwentong Jollibee Success
The brand’s original short-film series, Kwentong
Jollibee, has gone viral multiple times this year, and has earned multiple
accolades not only from netizens but from industry leaders globally.
In February, the highly-evocative “Vow”,
“Date”, and “Crush” Valentine’s videos successfully wooed the online audience
with over 50 million views on Facebook and YouTube, about 1.3 million shares,
7.5 million in engagement, and 82 million reach (72% organic reach). The buzz
of Kwentong Jollibee’s Valentine series generated over P150 million in free PR
and media values as well.
The viral success of the Kwentong
Jollibee episodes continued towards mid-year with “Parangal” and
“Powers”—back-to-back moving tributes to the sacrifices of moms and the heroic
deeds of dads, to provide a comfortable life for the family—as the Mother’s Day
and Father’s Day videos garnered positive reactions from netizens and received
8.1 million and 7 million views, respectively.
The Kwentong Jollibee series’ most
recent viral hit, “Apo” is proof not only of the enterprise’s sustained success
but of Jollibee’s digital content mastery. A Grandparents’ Day special, “Apo” follows
a young man recalling his happy childhood memories as he makes his way back
home to the embrace of his “second parents”. With a whopping 29 million reach,
over 14.2 million views and an engagement of 1.1 million, Jollibee’s special
grandparents’ day tribute solidified the brand’s online leadership.
The most recent viral short film was coupled
with a heart-tugging CSR effort, Grand Thank You Project, and a special video
feature titled “Handog para kay Lola Belen”. The project recognizes hardworking
grandparents and gives back the love with a Grandparents’ Day feast for their
family and other forms of support such as financial aid. On the Grand Thank You
Project’s second year, Jollibee features Lola Belen, a grandmother from
Pangasinan who tirelessly sells local delicacies at a nearby Jollibee branch to
provide for her loved ones. The video feature reached over 7.7 million netizens
and 5.2 million views.
An
Array of World-Class Digital Content
Apart from the emotional Kwentong Jollibee short films, Jollibee has
also produced a number of successful online campaigns that have gotten netizens
abuzz: from the impressive dance skills of the lovable mascots Jollibee and
Friends in the JolliDance Showdown series with more than 29 million Facebook
and YouTube views, the quirky quick
escape tricks of JolliSavers for every Petsa
de Peligro that reached more than 24
million views, to the sumptuous and
heartwarming Chickenjoy campaigns that generated more than 28 million views.
Jollibee also introduced digital engagement innovations such as the
Twitter Intercept, which uses social listening to be able to suggest various
Jollibee products depending on day part and topic. This exercise rendered a 50%
growth in conversation and craving for Jollibee and its products on Twitter.
The brand also launched the JolliDance Showdown App—the first augmented reality
experience in the local QSR industry. With the free app, kids can turn the
Jolly Joy Box of their Jolly Kids Meal into an interactive platform to bring to
life a dancing Jollibee, compose their own dance tunes, and personalize their
avatars for a unique augmented reality experience. To date, the app has
registered more than 100,000 downloads.
Together, these efforts have led to astounding share of voice and share
of engagement results across the QSR market for Jollibee on the digital
platform.
There are definitely more exciting
digital content from Jollibee to look forward to in the coming months. Make sure to follow Jollibee on Facebook (facebook.com/jollibeephilippines), on
YouTube (youtube.com/jollibeedigital1),
and stay updated on Jollibee’s viral hits on Instagram and Twitter @jollibee.
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