“Singer 2019” x Huoshan Short Video

The “Singer 2019” x Huoshan Short Video campaign marked a milestone in the convergence of digital platforms and traditional television, redefining how entertainment is produced, distributed, and consumed. Led by marketing strategist and entrepreneur Jialu Feng, the project represented the first-ever deep integration of a short video platform into the core mechanics of a prime-time music reality show.
The innovation was bold and effective: live-stream popularity directly influenced the contestants’ rankings in the show, merging audience interaction with competition results. This “Live + Reality” model did more than enhance viewer participation—it transformed passive spectators into active decision-makers. It also created a powerful business case for platforms and broadcasters to collaborate on deeper, mutually beneficial partnerships.
Jialu Feng oversaw the entire strategic rollout, blending social media virality, celebrity engagement, PR strategy, and integrated marketing into a seamless campaign. The campaign featured weekly in-app challenges like “In the Name of Music,” AI-powered tools such as the “Voice Decoder,” and interactive experiences including celebrity duets and backstage livestreams. These innovations led to over 500 million hashtag interactions, 30,000+ new active users, and content viewership exceeding 30 million on Mango TV.
The results extended beyond digital: “Singer 2019” reached 1.193 billion viewers on Hunan TV, with a peak rating of 0.573, and key campaign moments trended on Weibo Hot Search Top 4.
Jialu also introduced a “Repackaged Sponsorship Model,” which allowed the content assets to be monetized multiple times through both primary and secondary brand partnerships—demonstrating business innovation as well as marketing impact.
This project elevated Huoshan Short Video from a content platform to a cultural force, placing it at the forefront of the entertainment marketing industry. It also established a new blueprint for how digital engagement can drive storytelling, business growth, and audience loyalty.
Jialu Feng’s leadership not only ensured the project’s success but also set a new standard for the future of interactive entertainment.