64 million views later, Jollibee goes digital from 'I Love You Sabado'

Jessica Fenol, ABS-CBN News

Posted at Nov 22 2018 11:33 AM | Updated as of Nov 23 2018 08:48 PM

64 million views later, Jollibee goes digital from 'I Love You Sabado' 1
Jollibee launches its official Jollibee Studios YouTube channel at an event in Pasig. Nov. 21, 2018. Mark Demayo, ABS-CBN News

MANILA -- Jollibee hopes to translate 64 millions YouTube views into more Chickenjoy and burger sales with a channel that gathers its viral campaigns.

From stories of finding the one, unrequited love, being "friendzoned," or a dance-off with the Jollibee mascot, Jollibee Studios will show that the country's largest fast food operator is tapping digital channels, said its AVP for brand public relations Arline Adeva.

"We see that in our market, it’s really becoming digital first. The game has changed. We’ve shifted also," she said.

"This is a way of connecting more to our consumers and engaging them and of course it translates to them, hopefully, being able to visit our stores more and experience the same happy memories," she said.

Jollibee's YouTube ads get anywhere from 2 to 4 million views and stretch up to 4 minutes, compared to the 30-second TV spots from decades ago like "I Love You Sabado," about a boy longing for his weekend fast food treat, and "Jennifer," about a girl who lost her favorite doll.

The 23 original Kwentong Jollibee videos on the channel have a total of 64 million views.

YouTube awarded Jollibee with a Silver Play Button for reaching the 100,000-subscriber mark during the official launch of the channel. Adeva attributed the channel's over 246,000 subscribers to "authentic" content.

Jollibee will launch 2 new episodes of its "One True Pair" romance series and a new campaign featuring 2 big stars in the coming months.

Four out of YouTube's top 10 Ads Leaderboard awards for the fist half of 2018 were from Jollibee.