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Find out why Jollibee is #1 in digital engagement among fast food chains

By Yrda Veanssa Sy Fernandez - on 17 Oct 2017, 5:25pm

Find out why Jollibee is #1 in digital engagement among fast food chains

The Philippines’s #1 fast food chain is also #1 in digital engagement as it tops share of voice and share of engagement in major social media platforms. 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 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 (QSR) category, particularly on 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 of its competitors in the same period.

“Jollibee’s stellar digital success has been key to sustaining our market leadership in the country, across all our major target markets,” shares Francis Flores, Jollibee Global Brand Chief Marketing Officer and PH Marketing Head. “Through world-class, highly engaging online content and digital innovations, we will continue to break the Internet to reinforce our position as the Philippines’s most loved and most talked about brand. For us in Jollibee capturing the hearts of Filipino online (and offline) is the ultimate reward.”

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 engagement, and 82 million reach (72% organic reach). The buzz of Kwentong Jollibee’s Valentine series generated over PhP 150 million in free PR and media values as well.

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The viral success of the Kwentong Jollibee series continued toward mid-year with “Parangal” and “Powers”, Mother’s Day and Father’s Day videos that have garnered reactions from netizens and received 8.1 million and 7 million views respectively. “Apo” is the Kwentong Jollibee’s most recent viral hit and is a proof of the enterprise’s sustained success but of Jollibee’s digital content mastery. Jollibee has also launched the most recent viral short film coupled with a heart-tugging CSR effort, Grand Thank You Project, 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. Jollibee features Lola Belen, a grandmother from Pangasinan who tirelessly sells local delicacies at a nearby Jollibee branch to provide for her loved ones.

Apart from the emotional Kwentong Jollibee short film series, the enterprise has also produced a number of successful online campaigns that have gotten the netizens abuzz: from the impressive dance skills of Jollibee’s lovable mascots in the JolliDance Showdown series, the quirky quick escaper tricks of JolliSavers for every Petsa de Peligro, to the sumptuous heartwarming Chickenjoy campaigns, all have generated million engagements and views.

Jollibee also introduced digital engagement innovations such as Twitter Intercept which uses social listening to be able to suggest various Jollibee products depending on day part and topic. This exercise rendered 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 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 engagement across the QSR market for Jollibee on the digital platform. Follow Jollibee on Facebook, YouTube, and Twitter for more exciting digital content from Jollibee.