Jollibee Renews Interest In Branded Content With TikTok

Filipino fast food chain Jollibee is collaborating with creative agency BBH Singapore on #JolliEverAfter, its latest branded content campaign on TikTok. 

The interactive storytelling experience invites TikTok users to star in their own romantic comedy on the social media platform. It banks on the popularity of TikTok’s challenges format to tell stories.  There are nine sub-challenges, each signifying a key plot point in a typical rom-com story arc, where Tik Tok users can use their creativity to fill in the gaps in the story as protagonists in the stories.

Some of the challenges include “Call Your Crush”, where TikTok users are to confess their feelings to someone they admire in real life; the “First Date” challenge, where users can act out their perfect dates; as well as the “10 Years Later” challenge, where users can experiment with the typical rom-com endings to create their own weird and wonderful conclusions to the story. 

These challenges have been created to leverage on existing user behaviours and trends on TikTok, and aims to make it as easy as possible for any Tik Tok user in the world to join in.  The campaign has already been viewed over eight million times in under 48 hours

The campaign comes on the back of Jollibee’s recent success in the branded content landscape such as its Kwentong Jollibee series. Francis Flores, global CMO of Jollibee, said, “Jollibee has been a leader in giving joy online. Now, the #JolliEverAfter series takes a bold new step forward, by really celebrating users’ creativity and individuality in this space.” 

According to ASN data, Jollibee has invested a mere US$440k for the QSR (Quick Service Restaurant) category over the past three years, particularly focused on the Philippines market. Its biggest investment so far has been an estimated US$170k in the Kwentong Jollibee series; but this continued foray into branded content after a quiet Q220 and Q320 shows a reliance on this strategy.