“Singer 2019” x Huoshan Short Video

The “Singer 2019” x Huoshan Short Video campaign was a groundbreaking collaboration between Hunan TV, Mango TV, and Huoshan Short Video, redefining entertainment marketing by seamlessly integrating live streaming, reality television, and social engagement. Under the leadership of Jialu Feng, the project transformed traditional audience participation into an interactive digital experience, bridging the gap between television and social media engagement.
Jialu Feng’s innovative strategy introduced a first-of-its-kind model, where artists’ rankings were influenced by live-stream engagement, making digital interaction an essential part of the show’s format. This bold move elevated audience engagement, boosted viewership, and created a sustainable monetization model that continues to shape future entertainment marketing strategies.
Through strategic PR, digital marketing, and influencer collaborations, the campaign achieved over 500 million social interactions and added 30,000+ new active users to Huoshan Short Video. Key features included:
Celebrity Collaborations with top artists like Kris K, Yang Kun, and AUN, amplifying fan participation.
Interactive Social Challenges such as “Sing with Celebrities” duets and AI-powered “Voice Decoder” filters, driving user engagement.
Cross-Platform Expansion, ensuring visibility across Weibo, Douyin, and major entertainment platforms.
"Repackaged Sponsorship Model", allowing the campaign to be monetized through both primary and secondary brand partnerships, maximizing financial returns.
The impact was undeniable: Hunan TV’s “Singer 2019” reached 1.193 billion viewers, trending on Weibo’s Hot Search (Top 4) and achieving a TV rating of 0.573. By integrating social media trends with traditional broadcasting, Jialu Feng not only enhanced brand recognition and business growth but also pioneered a new era of interactive entertainment marketing.
Her leadership transformed Huoshan Short Video into a competitive force in the entertainment industry, proving that digital platforms can drive meaningful engagement, business expansion, and long-term industry influence.