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Jollibee Valentine Series: A content that delivers


The Philippine social media scene was taken by a storm of reactions as one of the most popular food chains released a series of ads in lieu of Valentine’s Day tomorrow. Jollibee has taken the heart of many once again with their all new Jollibee Valentine Series.

Some liked it, some had their hearts broken, and some even to a lighter “meme” approach to express their sentiments.

With all these mixed emotions and voices that users posted and shared in the past days, one thing is for sure – Jollibee delivered more than what it was supposed to.

This milestone in Philippine advertising proved that content truly delivered when they are done precisely and artistically. The question now is: How can other brands recreate, or maybe even top, Jollibee’s campaign?

The answer to this question varies. Here’s why:

For a brand that has witnessed generations of diners come and go, Jollibee has basically a solid foundation in terms of knowing exactly what its market profile is. The brand has been part of the different phases of a customer’s life such as parties, celebrations, meetups, dates, desperations, and probably even heartaches.

The point here is, Jollibee is few meters ahead in terms of market domination and profiling hence, their ability to pull some stories from their experiences.


For start-up brands, breakthroughs are very rare especially in terms of marketing virality. You can start by profiling your market step by step. Know them little by little until you get the bigger picture of who they really are. Knowing them well is the initial step in creating the content that they’ll most likely engage with, the one that really appeals to them.

It’s similar to how you try to learn everything about your significant other that getting the “perfect” gift for them becomes second nature to you.

The human emotion is a complex yet beautiful side of humanity. No matter how rational a person is, a dominant emotion – in some cases – overrides the most rational thoughts.

Human emotions are like test tubes of delicate and potentially destructive chemicals in a laboratory. There are vitriols, dopamines, oxytocins, and adrenalines – of which one cannot be mixed with another one without carefully getting the right proportion.

Jollibee has carefully picked the right emotion for each of its Valentine videos. The core emotion served as the binder and reference point of the content. From words, to shot lists, and down to the acting of the cast – all of these speaks to the core emotion of the entire concept of the content.

For start-ups, this process can be achieved by creating content with different emotional inclinations. Releasing it alternately on different channels can give you data where you can draw your conclusion – as to which one works well with your market.


Admit it or not, we love something that we can fully relate to. Not just on the basis of what we felt when watching but more of the identifying ourselves as part of that content. How did Jollibee achieve that? By tackling social realities.

How many Filipinos have suffered a loss of a family member, a parent, or a spouse perhaps? And not being with the person you love in one of the most celebrated events of the year will definitely bring tears to your eyes.

How about being trapped in a “best friend zone”? How frustrating can it get for someone not to get the one he loves despite being close to her?

Oh wait, did I forget about our crushes? Every one of us has experienced a phase in our lives when we felt that piercing strike of cupid’s arrow.

These realities are what people gravitate towards. It is like speaking in behalf of those who cannot directly express themselves in their most heartbreaking, depressing, and even to the happiest times.

For start-up brands, these can be achieved by stringent observation of your market’s psyche. Frankly, this kind of approach can be achieved when the brand matures, or when the brand has identified its market and their common psyche. Because getting the right social reality to incorporate to your content takes a lot of years to perfect.

Content is, and always be the best marketing asset until this age. The channels may have changed but the market is resilient. The best way to make content viral and successful is to always make your audience/market the center of your communications – not your firm or the people running it.

Do you want to know how to kickstart a good social media marketing? Contact Us at (02) 490-0000 or email us at [email protected].

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