Breaking the rom-com
storytelling formula for
the TikTok generation
“This is not a chick flick, it is a fried chicken flick.”
Jollibee is the leading fast-food brand in the Philippines. During Covid lockdowns with millions of people stuck indoors overnight, Jollibee needed to launch a food delivery app that kept sales going. This meant that they needed a campaign that got maximum attention in the fastest time possible – with a limited production budget.
Jollibee had seen previous marketing success with their online romantic series, which got tens of millions of views per video. That’s why to launch their app, we tapped into the popularity of rom-coms, but gave it an unexpected storytelling spin on the most used social media platform of 2020 – TikTok.
#JolliEverAfter is an interactive storytelling experience,
that invited the TikTok community to create their own rom-coms.
Awards
The One Show - Shortlist - Social
Webby's - Honoree - Advertising, Media and PR Social Media Campaign
Creative Circle Awards - Gold - UGC Film
Creative Circle Awards - Silver - Creative Effectiveness
Creative Circle Awards - Silver - Creative Effectiveness (Film)
Creative Circle Awards - Bronze - Best Use of Direct
Creative Circle Awards - Bronze - Innovation in Mobile
Creative Circle Awards - Bronze - Mobile and Messaging
AdStars - Bronze - Branded Viral Videos
AdStars - Finalist - Direct (Use of social)
AdStars - Finalist - Media (Use of social)
AdStars - Finalist - Film
A love story set in infinite parallel universes
Using TikTok challenges, we launched 9 sub-challenges – each representing a crucial moment in a rom-com story arc – the campaign invited anyone to take on the role of our protagonists, and do any challenge to fill in the gaps in the story.
Users could create spin-off storylines and side characters. Taking the story into absolutely any direction they wanted.
A fresh storytelling format that’s as fresh as Jollibee’s chicken
Users could pick out their favourite challenge submissions to string together a full story, or deep dive into one part of the story by watching multiple interpretations of that challenge. Viewers decide. It’s a storytelling format that allows anyone to be part of the process.
Happy Ever After for our clients
#JolliEverAfter got 300 million views and counting, with 13 million views in the first 48 hours alone. A notable feat given the total population of the Philippines stands at 108 million. Plus, 2.8 million user engagements, 36k organic user-generated submissions.
