BACKGROUND:
Jollibee, the most beloved fast food chain in the Philippines, experienced a significant consumer outcry when it discontinued its iconic CHAMP burger. The news and subsequent social media uproar highlighted the deep connection fans had with this menu item.
IDEA:
CHAMP’s Biggest Fans
In response to the fans' passionate reactions, Jollibee decided to re-launch the CHAMP burger in a way that engaged its loyal customer base: CHAMP’s Biggest Fans. The campaign turned fan comments into the lyrics of an anthem celebrating the burger's return, making these fans the stars of the campaign.
EXECUTION:
The anthem was showcased in a film featuring real CHAMP fans, who sang the lyrics derived from their own social media posts. Additionally, the campaign utilized fan-generated content across social media, transforming tweets and comments into ads and further content, positioning the fans as authentic brand ambassadors.
RESULTS:
The campaign was a resounding success, garnering over 15.2 million views and dramatically exceeding engagement benchmarks with increases of 841% in viewability and 562% in view-through rates. Most impressively, sales of the CHAMP burger spiked by 500% on its reintroduction day and maintained an average daily sales rate 150% above target, proving the power of fan engagement in driving both brand loyalty and sales.
