connecting with customers through engaging brand content

The Story Behind #KwentongJollibee

FRANCIS FLORESJollibee Global Brand CMO

and PH Marketing Head

Connecting with Customers

Through Engaging Brand Content

#KwentongJollibeeValentineSeries 2017

81.8M total reach (72% organic)

46.2M views

7.5M reactions

1.3M shares

P180M PR and Media values

#KwentongJollibeeValentineSeries 2017

This is our story…

8 Lessons from Kwentong Jollibee

1. Solid strategic intent

2. Anchoring on a powerful insight or truth

3. Stay true to what your brand stands for

4. Relevance and relatability

5. Choice of story

6. Great Storytelling

7. Understanding the power of social media

8. One Collaborative Team

[1]Solid strategic intent

If other brands have famous love teams,

only Jollibee has a 40-year love story

with the Filipinos.

The Birth of Kwentong Jollibee (Feb 2016)

[2]Anchoring on a Powerful Insight

or Truth

“Truth is a catalyst for authentic ideas, powerful ideas that will be believed, embraced and advocated

by people in their everyday lives.”

-McCann WorldGroup’s Truth Well Told Creative Philosophy

[3]Staying true to what the brand

stands for

“What made this series memorable is that it carries out the Jollibee tradition, the almost trademark family values and loveshown in all their ads. It was a Jollibee story through and

through.”

-voiceoverherald.com

[4]Relevance and relatability

“This is where campaign purpose and content qualities come in: true stories of life’s challenges,

victories, and joys, stories of endless, unconditional love, stories of perseverance and

acceptance which many Filipinos can relate to.”

- Esquire.ph

[5]Choice of story

“The ads caused you to be invested in the stories because they were familiar. Longing, loyalty,

longevity. We all live these stories.”

- Dana Cosio-Mercado

Former copywriter and Inquirer contributor

[6]Storytelling

“Witnessing how each film unfolded, one can catch fleeting glimpses of the intricate, precise

mechanisms working their magic in our hearts.”

- Gerry Cacanindin

Regional Creative Director, MullenLowe Thailand

[7]Understanding the power of

social media

“The team behind Kwentong Jollibee understood the magic of social media and used it to their advantage.”

- Dana Mercado

All major content publishers joined in the

conversation

The KJ fever also spawned many reaction videos

Posts of celebrities

…and more personalities

To faith communities...

To the heartfelt and personal messages

shared online ...

Including posts shared just for fun...

… to merchandise… and movie memes

[8]One Collaborative team

“Our other clients have been asking us how to replicate the success of Kwentong Jollibee. We always tell them it would entail having a

special relationship like the one we have with the Jollibee team – one that is founded on mutual trust, shared passion

for excellence and genuine friendship.”

- Mitzie LimManaging Partner, McCann WorldGroup Philippines

8 Lessons from Kwentong Jollibee

1. Solid strategic intent

2. Anchoring on a powerful insight or truth

3. Stay true to what your brand stands for

4. Relevance and relatability

5. Choice of story

6. Great Storytelling

7. Understanding the power of social media

8. One Collaborative Team