Flashback to the month of love 2017, you were one of those who expectantly watched out for Jollibee’s next video on Facebook.
The last one was all over your timeline, just like the Christmas version, so you thought this would be just as interesting. Tearjerkers they were, but did the Kwentong Jollibee series made you want to buy a bucket stocked with rich pieces of the famous Chickenjoy? Did it nudge you to finally confess to your crush with a burger and happy sticky note in tow? If you answered yes, indeed that was the goal.
Other campaigns from the local fast food industry seemed to have launched successfully, too, and by successful, we mean their high number of likes, comments, and shares. You’ve probably come across different famous bits such as KFC’s The First Filipino Colonel, and McDonald’s Tuloy Pa Rin, to name a few. Of course, it’s a good thing for a marketing effort to go “viral” as it indicates the reception of the large online public, which, for the fast food business, spells deliciously amazing. As per Jollibee’s Valentine’s 2017 video series, sales in their Yum! burgers rose four times higher when the video that featured the product came out. Sounds yummy indeed!
It’s not easy to go positively viral in a world bursting with so much creativity – you must be original and quirky in one way or another. For some chains in the Philippines, their marketing efforts have reached the “viral” status and seemed to have worked wonders. How so?
To answer our burning questions, let us dissect the details of this curious case of virality, widespread online marketing, and figures in fast food sales.
Exhibit A: The Topic
Food is already a potentially viral topic – just think about those *heavy breathing* food memes and mouthwatering cooking videos scattered as you scroll. Don’t forget the several pages dedicated to foodporn. Moving on, let’s talk fast food – quick, accessible, and tasty. It appears to be fitting today’s busy and swift-paced lifestyle, being regarded as comfort food, and simply one of the most convenient treats to eat as you work. Moreover, many food joints have since been earning the hearts of the Filipino people as they’ve been around a long time so influence isn’t really a big issue. The challenge is, can these businesses keep up with new trends?
Exhibit B: The Media
Indeed, a good medium for a buzzworthy subject is a buzzworthy one, too, and we have that now, thanks to the rise of the Internet and of course, multi-platform social media networking sites, such as Facebook, which present a lot of advantages. It’s easy to navigate and free to the public, therefore most of the people you know are onboard. It’s cost-free to create pages, too, unless you intend to use Facebook Business to boost your posts.
Platforms such as these are a two-way street as your audience always has something to say, which come in the form of engagements. Aside from getting your message across to your followers, you enable them to spread the word through every like, share, comment or retweet. Given these opportunities, even offline marketing stunts get viral online if they capture the attention of frequent users! See, that’s what’s beautiful about it – you get (almost) free publicity.
Exhibit C: The Idea
There are many marketing campaigns online, but a only select number hit the right spot, hence going viral. In an interview with Esquire Philippines, Jollibee’s brand PR and engagement manager Cat Triviño said that the Kwentong Jollibee series aimed to celebrate and emphasize simple but special life moments of Filipinos.
McDonald’s Philippines had a similar concept with Tuloy Pa Rin, but heavily focused on a story of heartbreak, moving on, and finding love once again, thus appealing to today’s #hugot culture. This strategy used by both chains seem to be very appealing to their audiences given their viral status.
KFC, on the other hand, took a comedic and interactive approach to The First Filipino Colonel, posing the question of who will be the Filipino counterpart of Colonel Sanders with comical videos, photos, and GIFs of the “candidates”.
While portraying different storylines, these campaigns didn’t fail to highlight their products which left many people craving for fast food even at the crack of dawn. Indeed, these ideas came to life and captured the thousand hearts, thumbs, and smiles of the online community. Props to the people and creative agencies behind these projects!
Inferring from what we’ve looked closely on so far, we can’t really say that it’s case closed. Why? It’s because creativity is given a bigger field to run wild in. The Internet is continuously evolving, and so are social media sites that businesses such as the fast food industry would have to keep pace with.