Centered on the brand strategy of Premium-Grade Organic, Cheil China partnered with Sennamoo to launch an entertainment variety marketing campaign via iQIYI’s Next-Generation Family Growth Program, pioneering new boundaries for integrating entertainment content and brand communication.

Drawing on Xu Zhisheng’s proven cross-genre mainstream influence and content appeal, the campaign translated his authentic personality into proprietary communication assets. Leveraging stand-up comedy as the core carrier, we reconstructed brand messaging delivery—moving past disruptive advertising to craft content where branding is inherently woven into the narrative.

Through deep co-creation of program context, celebrity storytelling and product selling points, Sennamoo’s "Premium-Grade Organic" positioning was seamlessly embedded into the audience viewing journey. The campaign delivered efficient conversion from pure brand exposure to genuine brand value recognition.