BACKGROUND
In 2021, Jollibee, Philippines’ number 1 fast-food chain launched the Family Thanksgiving Month—a month-long tradition aiming to recognize and express gratitude to family members.
BRIEF
To start the Family Thanksgiving Month, we were tasked to launch with a hashtag that could possible trend online. A seemingly simple task, but saw the opportunity that clients wanted to grab.
IDEA
"I Don't Say this Every Day But"
For the idea, didn’t have to look far because , too, was stuck at home. I simply looked within my own home and saw that since we do the same thing every day, the simple (but special) things that my family did for me became mundane and didn’t feel like things I had to be thankful for. I kept the idea simple and easy to follow and came up with #IDontSayltEverydayBut.
RESULTS
One hashtag that easily made thousands realize we have much to be thankful for, for the family we’re with every day. The hashtag made positive impact on families everywhere, at the time of COVID-19. The hashtag trended to a point where even other brands hijacked it— with over 720,000 total engagements, with a 12.18% Actual Engagement Rate, significantly exceeding the Industry Average E.R. of 2.5%, creating over 6,000 “thank yous”, touching 37 million hearts and, most importantly, putting gratefulness on the feeds of millions.
The campaign was a finalist for the first Hashtag Asia Awards under the Best User-Generated Content category. It was also shortlisted in the 2022 Tambuli Awards under 2 categories.
