Through the "Million Moments of Joy with Crispy Chicken" initiative, Jollibee stands firm in the belief that every child deserves happiness, especially the joy that comes with attending school. Recognizing the community's empathy towards challenging circumstances, Jollibee has opened up an opportunity for everyone to participate seamlessly in spreading meaningful activities. With an easy engagement process and transparent guidelines spread not only on the widely-used social media platform Facebook but also by Jollibee's personnel at 170 stores, accessibility to campaign details has been ensured for all. Accompanied by numerous enticing promotions and attractive giveaways, as you join us in sharing meaningful acts, we reciprocate by giving back, as we firmly believe that "giving is receiving." Jollibee strategically merges online and offline communication channels alongside appealing incentives to effectively reach the masses with the "Million Moments of Joy with Crispy Chicken" endeavor. Moreover, the campaign harnesses the power of social proof through Chickenjoy products by setting records for millions of joy-filled instances, thus sparking organic word-of-mouth endorsements, particularly among the Vietnamese populace who are highly influenced by recommendations from their social circles. This, in turn, triggers the Fear of Missing Out (FOMO) effect, compelling individuals to take action, ultimately resulting in the campaign's resounding success in driving customer engagement.

By commenting on the campaign post, you're directly contributing 1,000 VND to the Vietnamese Children's Welfare Fund, aiding in the construction of schools for children in remote regions. Your support and compassion are crystallized in each comment, streamlining the process for participants to bring their hearts closer. With millions of hearts directed towards these children, Jollibee serves as the vessel for participants' love and support, nurturing the aspirations of these young learners. This campaign empowers the consumer community to collectively spread positive values throughout society.

In Phase 1, from March to May 2023, YeaH1's goal was to raise awareness of the Jollibee brand among consumers. We aired a Blockbuster Chickenjoy film with reviews from global experts on the Jollibee Vietnam Fanpage.

Towards the end of April to May 2023, we invited Chef Hải - Masterchef Vietnam to conduct a blind taste test of various buckets of chicken, including Jollibee's Chickenjoy, to affirm the product's appeal to Vietnamese consumers. We leveraged PR on leading online news platforms, disseminating Chef Hải's praise for the product to enhance trust and credibility for Jollibee's Chickenjoy among Vietnamese consumers.  

Following the successful establishment of consumer trust, we proceeded to Phase 2 of the campaign. On July 8, 2023, Jollibee introduced the "Million Moments of Crispy Joy" campaign, set to commence on July 10th, pledging to donate 1,000 VND to the Vietnam Children's Welfare Fund for every comment from participants on Jollibee Vietnam's posts. We utilized a combination of online and offline marketing channels, attracting users through social media platforms such as Facebook, TikTok, and collaborating with influencers to boost consumer participation. Additionally, promotional girls, posters, and banners about the program were deployed at 170 Jollibee stores across Vietnam, facilitating direct communication between consumers and the brand.  

Upon the campaign's conclusion, Jollibee announced a new record of "One Million Moments of Crispy Joy" through PR posts on Facebook and Jollibee's website, showcasing the enthusiastic participation of users throughout the campaign. Through the integration of traditional and digital marketing channels, Yeah1's IMC strategy ensured the widespread dissemination of the campaign message to consumers, overcoming technological and geographical barriers.

Jollibee's post on Facebook received 1 million comments after 10 weeks and Jollibee accounted for 55,3% share of voice on Top 7 Fastfood chains: 1,276,489 mentions (Younet Media). The program concluded with a milestone achievement - Jollibee officially donated 1 billion VND to the Vietnam Children's Protection Fund. The campaign reached 6.3 million impressions, with engagement surpassing 1.5 million interactions. The actual PR views totaled over 101 thousand, exceeding the estimated KPI by 11 thousand views, and the campaign buzz garnered over 1.5 million interactions.  

In terms of market share dominance, Jollibee emerged as a frontrunner, capturing a remarkable 55.3% share among the top 7 fast-food chains. This dominance was further underscored by the staggering figure of 1,276,489 mentions garnered throughout the campaign duration. Jollibee not only joined players in donating 1 billion VND to the Vietnam Children's Protection Fund but also demonstrated the appeal of Jollibee chicken and the "Million Moments of Joyful Crispy Chicken" initiative.