2021
#IDont Say This Everyday But
Came up with one hashtag that made millions stop and appreciate the family they were stuck at home with — right in the middle of a pandemic.
Ideation
Social Media Campaign
Know More
One hashtag. 37 million people reminded to say thank you.
Background
When Jollibee needed a launchpad for their Family Thanksgiving Month, the ask was simple. A hashtag big enough to trend but easy enough for anyone to join
It was 2021. Everyone was still at home. The same routines, the same people, every single day. The small things families did for each other had started to feel invisible. That was the insight.
Idea
#IDontSayThisEverydayBut.
I looked at my own home. The idea gave families an honest and easy way to surface gratitude for the things they'd stopped noticing. One phrase that anyone could finish in their own words. The simplicity made it incredibly easy to join, and thousands of families shared their own versions across social media, turning a brand moment into a genuine cultural one. Even other brands joined in.
Results
One phrase. Millions of thank yous.
720K+ total engagements
12.18% engagement rate vs. 2.5% industry average
6,000+ thank yous created, 37M hearts touched
Finalist at the Hashtag Asia Awards
Shortlisted at the 2022 Tambuli Awards under 2 categories.
More Works
2021
#IDont Say This Everyday But
Came up with one hashtag that made millions stop and appreciate the family they were stuck at home with — right in the middle of a pandemic.
Ideation
Social Media Campaign
Know More
One hashtag. 37 million people reminded to say thank you.
Background
When Jollibee needed a launchpad for their Family Thanksgiving Month, the ask was simple. A hashtag big enough to trend but easy enough for anyone to join
It was 2021. Everyone was still at home. The same routines, the same people, every single day. The small things families did for each other had started to feel invisible. That was the insight.
Idea
#IDontSayThisEverydayBut.
I looked at my own home. The idea gave families an honest and easy way to surface gratitude for the things they'd stopped noticing. One phrase that anyone could finish in their own words. The simplicity made it incredibly easy to join, and thousands of families shared their own versions across social media, turning a brand moment into a genuine cultural one. Even other brands joined in.
Results
One phrase. Millions of thank yous.
720K+ total engagements
12.18% engagement rate vs. 2.5% industry average
6,000+ thank yous created, 37M hearts touched
Finalist at the Hashtag Asia Awards
Shortlisted at the 2022 Tambuli Awards under 2 categories.
More Works
2021
#IDont Say This Everyday But
Came up with one hashtag that made millions stop and appreciate the family they were stuck at home with — right in the middle of a pandemic.
Ideation
Social Media Campaign
Know More
One hashtag. 37 million people reminded to say thank you.
Background
When Jollibee needed a launchpad for their Family Thanksgiving Month, the ask was simple. A hashtag big enough to trend but easy enough for anyone to join
It was 2021. Everyone was still at home. The same routines, the same people, every single day. The small things families did for each other had started to feel invisible. That was the insight.
Idea
#IDontSayThisEverydayBut.
I looked at my own home. The idea gave families an honest and easy way to surface gratitude for the things they'd stopped noticing. One phrase that anyone could finish in their own words. The simplicity made it incredibly easy to join, and thousands of families shared their own versions across social media, turning a brand moment into a genuine cultural one. Even other brands joined in.
Results
One phrase. Millions of thank yous.
720K+ total engagements
12.18% engagement rate vs. 2.5% industry average
6,000+ thank yous created, 37M hearts touched
Finalist at the Hashtag Asia Awards
Shortlisted at the 2022 Tambuli Awards under 2 categories.
More Works