Did Jollibee’s Viral Videos Drive Sales?

A few days before Valentine’s day, the biggest fast food chain in the Philippines came out with a series of tearjerking videos that completely won the hearts of netizens. Hours after posting, short video clips titled “Vow”, “Crush” and “Date” amassed millions of views and sent viewers crying and getting all sorts of “feels”.

Jollibee’s viral videos certainly took over the Internet and became a game changer. But did these online ads help drive sales for the brand?

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PHOTO CREDIT: Entrepreneur

To answer this question, Entrepreneur decided to make graphs on the number of views of Jollibee’s videos in its YouTube channel, the number of views of Jollibee’s videos on its YouTube channel and revenues for each quarter between 2010 and 2016 as well as the frequency distribution of the time the Jollibee videos were published on its Facebook page from December 2016 to February 2017.

Based on the data they collected, the views on the videos posted on Jollibee’s YouTube channels have been increasing steadily since 2010. This was also observed on videos posted on the brand’s Facebook page which started reporting views only in 2014.

They also found that there seems to be a positive relationship between rising viewership and the revenues.

“This is indicated by the rising slope of the trend line in the scatter graph (Figure 2) that plots the number of views of Jollibee videos on YouTube and the company’s revenue for each quarter between 2010 and 2016,” the article revealed.

“Though not definitive proof that Jollibee Foods’ viral videos translate to higher sales, the scatter graphs and other data nonetheless show interesting patterns for further examination.”

Interestingly, they also discovered that the timing of the posts in the last three months show that majority of the ads were released before lunch and before dinner.