Short-Form Video Ads More Appealing To Audiences – Study
Based on the study, the use Facebook and Instagram Reels in its chicken sandwich campaign helped Jollibee reached its goal to reach new, younger audiences.
Using short-form video advertisements can lead to higher reach and brand awareness, a case study from technology company Meta revealed.
The study involved Jollibee and the launch of their chicken sandwich. Jollibee is considered a heritage brand throughout the Philippines, and it hoped to refresh its image with a campaign to reach and attract a new, younger audience through Facebook and Instagram Reels.
To catch people’s attention and attract customers, the ad featured actors biting into the chicken sandwich with the crunchy sound. It was then placed on Facebook and Instagram Reels, and marketed to Filipino audiences aged 20 to 65 years old.
To measure its reach, Jollibee conducted a study last June 2022, and compared it to a campaign that did not use the Reels format. Results then revealed the Reels ad had a 16.5-point lift in recall compared to standard video ads.
A 17.5-point lift in ad recall was also recorded among Gen Z audiences. There was likewise a three-point and two-point increase in brand and top-of-mind awareness, respectively, for Reels campaign alone, compared to usual video ads.
“We’re thrilled that by communicating brand messages including ‘Crunchylicious. 100% Real, Large Chicken’ and incorporating Reels, we earned better results in ad recall and unaided brand awareness compared to our campaign without Reels,” Pam Reyes, Jollibee assistant vice president for marketing said.
Rhonna Vislenio, managing partner of Mediacom, said the campaign “shows the potential of short-form video advertisements.” Mediacom was Jollibee’s partner in optimizing the campaign on Facebook and Instagram.
“For the Jollibee Chicken Sandwich campaign, we saw how Reels delivers lifts in key metrics, especially ad recall across demographics. We’re excited to see how Reels can help drive further growth and deliver better performance,” Vislenio said.
In a separate study, Meta also revealed the potential of Reels. According to the company, 71 percent of Asia Pacific respondents have followed businesses after watching their Reels while. 66 percent purchased a product after doing so. Meta said 52 percent reached out to a business after watching Reels.
The largest fast-food chain in the Philippines, Jollibee operates more than 1,200 stores in the country, as well as outlets throughout Asia, Europe, the Middle East and North America.
