When social media buzz about Jollibee Foods' Valentine's Day series of three short videos surged shortly after they were released on February 9 and 10, many commentators pointed to the effectiveness of the themes, the superb storytelling and good timing among the main factors why they went viral.
Credit should also go to Jollibee Foods and its advertising agencies' ability to learn what works with its audience and market. The Filipino-owned fast food company's YouTube channel contains clips going back to 2010 so it has had plenty of practice. Similarly, its Facebook page has videos as far back as 2011.
Not surprisingly, the views on Jollibee Food's YouTube channel have been steadily rising since 2010. A cursory look at Figure 1 shows that the number of videos that were viewed more than a million times has grown sharply in recent years. The same trend is evident in videos on Jollibee's Facebook page, even though it started reporting views only in 2014.
As well as the growing popularity of Jollibee Foods' videos, there seems to be a positive relationship between rising viewership and the company's 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.
A similar graph charting video views on Jollibee's Facebook page and revenues for each quarter between 2014 (when page view statistics began to be reported) and 2016 also shows an upward sloping trend line, a sign of a positive relationship between the two variables.
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.
An example is the frequency distribution of the time that Jollibee posts its videos on Facebook. Analysis of the timing of the posts in the last three months show that bulk were released before lunch and before dinner (Figure 3). Pure coincidence?