Case Study: Jollibee Philippines achieves 8.6M unique reach, 50K follower gain and high engagement with TikTok for Business

Strengthening digital marketing thought leadership with online engagement in the Philippines

Jollibee Philippines wanted to sustain and grow high engagement with its core youth audience and strengthen its digital marketing thought leadership. Working with TikTok for Business, the brand aimed to leverage TikTok’s interactive, challenge-based format—specifically a Branded Hashtag Challenge and In-Feed Ads—to drive participation, creativity and loyalty among 18–24 year olds.

TikTok for Business helped launch the #JolliEverAfter campaign (nine sub-challenges) alongside In-Feed Ads; the challenge hit 8 million views within 48 hours and, over the 6-day run, delivered over 12.5 million impressions, nearly 9 million unique users reached, a 2.9% engagement rate above benchmarks, and a +50,000 follower lift for Jollibee. The campaign strengthened Jollibee’s youth engagement and digital presence on TikTok for Business.

Jollibee Philippines