Jollibee
#JOLLIEVERAFTER
Capabilities:
Jollibee is famous for their romantic series Kwentong Jollibee, that got tens of millions of views per video. But traditional rom-coms are so 2019. So we took that formula and gave it a new lease of life. With 2020’s most-used app – TikTok.
Squeezing all functions of TikTok, and strategically tapping into existing user behaviours on the platform, we orchestrated an interactive storytelling experience that unleashed 36,000 content creators to produce millions of possible rom-com storylines.
36K
submissions - creating millions
of possible storylines
100+
million views and counting
#2
most downloaded app on
Apple App Store
Jollibee was launching a new food delivery app, and needed the brand to be top-of-mind when people were on their mobiles.
Create a branded mobile-first experience that Filipinos will spend hours engaging with.
#JolliEverAfter is an interactive storytelling experience, that invited the TikTok community to create their own rom-coms.
We took a typical Hollywood rom-com story arc, broke it down into 9 key plot points, and turned each plot point into a TikTok challenge. Where anyone could pick a challenge, and create content to fill in that part of the story.
Getting inspo from user behaviours
Each of the 9 challenges tapped into existing user behaviours to maximise participation. Challenges such as #CallYourCrush rode the popularity of love confessions observed on the platform, while #JolliDance and #OutfitChange reflected content that Gen-Zs engaged with the most.
Squeezing every function of TikTok
Through Duets – a unique TikTok feature – users could create spin-off storylines and side characters. Taking the story into absolutely any direction they wanted. Each challenge also had its own custom music track, that provided a creative audio springboard to inspire user submissions.
Changing the way people watched films
On the platform, users could either 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. Democratising the way film is created, enjoyed, shared.
