Submitted by Jungle Creations

Taco Bell Let's Not Taco 'Bout Christmas Mockumentary

Influencer Marketing

Jungle Creations cancelled Christmas for Taco Bell with a mockumentary and influencer posts championing December birthdays, and the agency reports 18M+ impressions from the work.

18M+Impressions
99KEngagements
16.1%Over-Delivery

Case in 60 seconds

Taco Bell needed to cut through a noisy festive period, because tacos are rarely part of how people eat at Christmas, so the brand had little natural claim on that time of year.

The campaign turns on a shared grievance rather than festive goodwill, because people with December birthdays feel overlooked by Christmas, and the page casts Taco Bell as equally left out of the season.

Jungle Creations framed the work as a tongue-in-cheek cancellation of Christmas, which let Taco Bell stand with December birthdays and help them reclaim their moment rather than compete with festive messaging.

Jungle Creations produced a tongue-in-cheek mockumentary for Taco Bell, followed by a series of influencer posts, with YouTube named as where the work dropped and Jungle Social and Jungle Media credited as the services behind it.

Jungle Creations reports 18M+ impressions, 99K engagements and a 16.1% over-delivery for the campaign, which are the three figures the page prints at the head of the case.

Strategy Breakdown

People with December birthdays, whose celebrations the page describes as forgotten and overlooked during the festive period.
Christmas absorbs December birthdays, leaving people born that month with overlooked birthdays and missed presents, and the campaign built its joke out of that grievance rather than out of festive cheer.
Tacos are not a Christmas food, so Taco Bell faced a festive period in which it had little relevance and a great deal of noise to cut through.
Taco Bell plays the ally of December birthdays, cancelling Christmas in jest so that those people can reclaim their moment, which gives the brand a seasonal role outside the festive meal.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Jungle Creations

Results & Evidence

MetricValue
Impressions18M+ impressions
Engagements99K engagements
Over-Delivery16.1% over-delivery

Why Jungle Creations' strategy worked

  1. 1

    A brand with no seasonal claim can enter a crowded festive period by siding with a group the season overlooks, because the shared grievance gives it a reason to speak rather than a borrowed seasonal message.

  2. 2

    Leading with a single mockumentary and following it with influencer posts gives creators an established joke to extend, so the posts build on a known story rather than introducing the idea cold.

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