The latest Jollibee video embraces the story of a boy with a birthmark and his challenging experiences at school. As events transpire, the audience witnesses how the boy is comforted by his mother and food from the fast food chain.
This approach to marketing is not new for Jollibee. In fact, it is effective thanks to the momentum it has generated. Around holidays, the fast food restaurant taps its high-quality production unit — Jollibee Studios, for storytelling-centric Jollibee videos that tackle a motif of the holiday in question. The end result is often relatable and highly emotional. Each of these cinematic bits is released under 'Kwentong Jollibee’ (which translates to 'Jollibee Stories'). This form of structured, holiday-themed storytelling is sure to generate a loyal audience.
Storytelling-Centric Video Campaigns
This Jollibee Video Revolves Around the Theme of Mother's Day
Trend Themes
1. Storytelling-centric Video Marketing - Using emotional storytelling in video campaigns to connect with audiences.
2. Holiday-themed Content - Creating content centered around holidays to resonate with consumers during special occasions.
3. Branded Emotional Narratives - Employing branded emotional narratives in advertising to build strong customer loyalty.
Industry Implications
1. Fast Food - Fast food chains can leverage emotional storytelling in their marketing campaigns to create deeper connections with customers.
2. Advertising and Marketing - The advertising and marketing industry can explore the use of holiday-themed content to engage audiences in a more meaningful way.
3. Film and Production - The film and production industry can collaborate with brands to create cinematic, emotional narratives that resonate with viewers.