BRAND:
Jollibee Việt Nam
AWARD CATEGORY:
The Best Advocacy & Influencer Strategy
CAMPAIGN TIME RANGE:
18/07/2025 - 31/01/2026
CREDITS:
1Brand (Creative, Music & MV Production), BLUESEED MEDIA (Social media)
CASE STUDY VIDEO
STRATEGY
Industry Background:- Fried chicken market is highly commoditized; brands compete on price, crunchiness, and promotions → low differentiation- Major competitors focus on flavor variants & deals, not emotional connectionBrand Opportunity: Jollibee owns “joy” and emotional bonding, not just functional tasteMarketing Objective: drive TRIAL & FREQUENCY of fried chicken eaters; drive LOYALTY among Jollibee Chickenjoy eaterCommunication objective: Establish Jollibee Chickenjoy as the best fried chicken in Vietnam - both in taste and the joy it bringsCreative Lever:- Music-led storytelling rooted in everyday Vietnamese insight: To make Chickenjoy memorable, Jollibee should go beyond flavor by adding emotional appeal. Leveraging music, a rising trend in marketing, can enhance ad performance, engagement, and recall.- Jollibee Vietnam’s strong digital presence: including 350,000 YouTube subscribers and 27,000 TikTok followers, a music-driven campaign can maximize reach. Our historical success, such as a music video that reached over 30 million organic views on YouTube, reinforces the effectiveness of this approach for a high-impact Chickenjoy campaign.Talent & Music Choice:Xuan Nghi: Strengthen loyalty and emotional attachment among existing Chickenjoy eaters.- Nostalgia driver - Childhood music idol for both Gen Z and Millennials, evoking emotional memories and reinforcing brand loyalty- Trust & familiarity - Her image is non-controversial, warm, and widely accepted across age groups- Cultural momentum - Her recent appearance on Chị Đẹp renewed relevance with a modern audience- Brand fit - Her friendly, approachable energy aligns with Jollibee’s core value of spreading joy- Music song "Doi Ban": Reinforce frequency and repeat visits, turning Chickenjoy into a habitual choice.- Musical appeal: Catchy, youthful pop-rock anime style encourages sharing and UGC. "Đợi Bàn” was a trending song from Chị Đẹp, ensuring immediate cultural traction- Category relevance: “Waiting for a table” is a familiar and positive signal in the food & dining context- Semantic storytelling: The wordplay from “Đợi Bàn” to “Bạn Đời” reframes Jollibee as a loyal companion throughout life stages=> Best fit among Brand & product campaign, Influencer, music song
INSIGHT
Customer Insight: Joy-Seeking Eaters - Individuals who find joy in eating delicious food and value sense of connection it brings. Beside they want delicious food to satisfy their taste buds (basic expectations of being crispy, juicy), but also enjoy joyful and happy moments with their loved ones. Jollibee Target Audience: - Family with kids- GenZ/Gen alpha - students & highschool - Adults - CouplesSocial Media Insight: - Jollibee Mascot Leverage- Music-driven, Video reaction, Dance challenge- Relatable daily-life content drives engagement & sharing
CREATIVE IDEA
Remake a popular song "Đợi Bàn" to lower ad resistance- Familiar melody, higher acceptance of branded content- Cultural relevance, faster social traction
- Wordplay meaning: “Đợi Bàn” → “Bạn Đời”, reinforcing brand companionshipOne Talent, multiple audience segments
- Family with kids: Warm, joyful family meals- Gen Z & Alpha: Fun, energetic, shareable moments
- Adults & couples: Emotional bonding and togetherness
- From Music to Product Experience: to drive trial and frequency, Chickenjoy must be seen, eaten, and emotionally felt.
- Functional benefit: Show real food consumption to drive appetite and trial
- Emotional benefit: Position Chickenjoy as a joy-sharing catalyst
- Dining behavior: Eating Chickenjoy as a moment worth celebrating“Toasting Chicken” as a joyful Vietnamese dining ritual: People celebrate meals by “clinking glasses”, “Cụng bia” becomes “Cụng gà”, Chickenjoy as the center of joyful sharing
=> Creative Meaning: If people toast drinks when happy, they can toast Chickenjoy when sharing joy.
Creative-to-Commerce Logic: Music → Appetite → Joy → Habit → Loyalty.By embedding real food consumption and a culturally relevant “toasting chicken” ritual into a music-led story, Jollibee turned Chickenjoy into both a functional craving trigger and an emotional symbol of shared joy—driving trial, frequency, and loyalty.
CONNECTION PLAN
The "ChickenJoy x Xuân Nghi" campaign was built on a 360° integrated approach, engineered to move consumers down the funnel with precision.AwarenessAwareness was ignited on all fronts. On digital platforms, a hero video launched simultaneously on TikTok, YouTube, and Facebook, introducing "Chickenjoy" to mass audiences. In parallel, in-store glass stickers and standees were deployed, ensuring ChickenJoy was visible at every customer touchpoint from day one.ConsiderationTo move consumers into Consideration, RTA activations and flyering brought the campaign directly into consumers' daily routines, while over +300 adspots elevator ads and giant OOH posters extended reach into high-traffic urban zones. Chickenjoy Music Video was public to every Brand and Trade activation at nearly 700 universities and highschools. Digitally, the "Toasting Dance Challenge" led by Xuan Nghi generated significant earned buzz across social platforms, deepening brand engagement.ConversionThe Conversion phase focused on point-of-purchase influence. In-store, we deployed Menuboards and Topper Boards nationwide to trigger immediate buying decisions. This was supported by a heavy-hitting Digital Paid Media strategy, utilizing FB/YT ads and SEM to capture high-intent searches. High-touch "Mascot activations x Xuan Nghi Fan meetings" served as the final catalyst to drive foot traffic and sales.RetentionFinally, to ensure Retention, we leveraged automated CRM and social nurturing. Through Organic FB posts, Zalo OA broadcasts, and Netcore notification automation, we maintained a direct line of communication with customers, turning one-time buyers into loyal brand advocates. This integrated 360° approach ensured that every connection point served as a strategic step toward sustained business growth.
OBJECTIVE-BASE KPI
[1] objective: Drive awareness & trial of product | platform: All social media channels, mainly Facebook & Tiktok | metrics: Mention | kpi: 15K Mentions | result: 25K Mentions | compare_with_benchmark: Versus industry average | source: Social listening tool (Younet)
[2] objective: Drive sale of product category | platform: N/A | metrics: % Sale growth, ROMI | kpi: Sale growth 12%, ROMI 50% | result: Sale growth 25%, ROMI 135% | compare_with_benchmark: N/A | source: Internal data
