Traditionally, Chinese entertainment shows have helped sponsor brands deliver their messages through oral presentation, which has become less popular and badly received by the young people in today's age as they always seek for new stimulation. Research indicates only 30% of the audience have some level of memory of the mid-roll ads in entertainment shows, which is far lower than that of the other advertisement in those shows. It also wasn't possible to serve and balance multiple brands in one form of ads.

• Implementation:

Launch in the middle of the program as midroll ads. Make the commercial as native and attractive as the program itself.

• Timeline:

During March to April 2018, Launch the commercial video immediately when the relative dancer debuts so as to get the most attention.

• Placement:

HBDC the show on iQIYI as the main platform and SNS to bring buzz/ eWOM.

• Scale:

The ads along with the show was streamed across China and on Astro TV, which has 75% of the market share in Malaysia.

One episode of the ad has about 200 million views and still accumulating, with 78% of the total audience being the brands' target audience. 870 thousand relative posts have been generated on Weibo, China's equivalent to Twitter. The ads were widely welcomed by the advertisers and the audience.

Head&Shoulders’s Weibo index rate was more than doubled before the show.

Pepsi Cola sold out in Guangzhou, China’s third largest city.

vivo x21 cellphone series topped the sales ranking on JD.com within 10 minutes after its release.