It’s time for brands to capitalize on the wave of high-quality hit TV series

Over the past year, China’s entertainment industry has seen a surge of high-quality hit TV series like Blossoms (繁花), Joy of Life Ⅱ (庆余年Ⅱ), and the wildly popular The Tale of Rose (玫瑰的故事), which has been a big hit since June this year. Brands are increasingly using partnerships with TV series IP as a key marketing strategy. This approach offers several advantages for brands:

1. Increase brand exposure:

Hit TV series' attract a large audience and generate a lot of buzz. This attention and engagement translate into valuable traffic, making it a scarce resource for brands.

Taking Tencent Video’s The Tale of Rose as an example, viewership soared throughout its broadcast period and was also translated into multiple languages for simultaneous international release, earning high praise worldwide. On Tencent Video, it set new records for urban drama popularity, while on Weibo and Douyin, it achieved ‘hit’ status, making it a deserving winner of the year’s blockbuster series title. Images: Weibo@电视剧玫瑰的故事

In The Tale of Rose, there were as many as 52 brand placements, with a high number of sponsors from the beverage, healthcare, food, and internet industries. Source: Yien Endata Marketing Intelligence, Data period: June 1, 2024 - June 23, 2024

In The Story of Rose, there were co-branding collaborations with 11 brands, mainly from beauty and skincare, personal care, fashion, and food and beverage sectors that cater to a female audience. In terms of co-branding impact, the show’s title sponsor, Yili’s SATINE, achieved the highest visibility, followed by Shiseido, the brand endorsed by Liu Yifei. Source: Yien Marketing Intelligence, Data period: June 1, 2024 - June 23, 2024

2. Cost-effective celebrity partnerships:

Brands often choose to partner with celebrities from upcoming hit TV series. By locking in these collaborations early at a lower cost, they can capitalize on the celebrity's rising popularity and positive reputation while keeping expenses down.

During the collaboration with Blossoms, Pechoin signed one of the female leads, Xin Zhilei (辛芷蕾), as their brand ambassador. Xin Zhilei’s outstanding performance and her role in the series significantly boosted Pechoin’s brand presence. It is said that her endorsement fee increased 3-4 times after Blossoms ended. As Xin Zhilei continued her role in Joy of Life 2, Pechoin seized the opportunity to collaborate with her on a special side story, turning their advertising into a storyline experience. Image: Weibo @百雀羚

3. Diverse creative content:

Besides using IP collaborations with TV series to roll out limited-edition products, brands can also use creative methods like in-program advertisements and subtle product placements within the storyline. By seamlessly integrating the brand into the main plot, viewers naturally become aware of the brand while enjoying the show, enhancing both the depth and breadth of the user experience.

Deeyeo collaborated with The Joy of Life Ⅱ to launch co-brand limited-edition wet wipe products featuring the cartoon image of male lead. Images: Xiaohongshu @ Deeyeo德佑

After a four-year hiatus, Luckin Coffee has once again teamed up with a TV series IP, launching the Yellow Rose Latte gift box in collaboration with the recent blockbuster The Tale of Rose. On its first day, the new product achieved impressive sales of over 2 million. Image: Weibo @ Luckin Coffee

Yili’s high-end milk brand SATINE collaborated with The Tale of Rose IP to roll out customized package featuring Liu Yifei, its brand ambassador and the female lead in The Tale of Rose at the same time. Images: Weibo @SATINE

The video ad showing in between the episodes of The Tale of Rose on Tencent Video.

SATINE’s product placement during episodes of The Tale of Rose on Tencent Video.

SATINE's customized 'Flower Road bullet comments' during episodes of The Tale of Rose on Tencent Video.

4. Emotional connection:

Viewers often develop emotional ties to characters and storylines in TV series. By partnering with these characters, brands can tap into this emotional bond to enhance consumer recall of the brand.

Viewers of The Tale of Rose might remember the scene where Zhuang Guodong(庄国栋), one of the male leads, is gently tipsy for love. This scene is actually an advertisement by the low-alcohol beverage brand RIO, tailored to fit the storyline. It focuses on young people enjoying a relaxed, slightly tipsy moment alone.

5. Long-tail value of high-quality TV series:

High-quality shows offer more than just short-term exposure; they provide lasting benefits. As discussions about the plot continue and user-generated content, such as video remakes, accumulate, these TV series IPs can deliver ongoing value for brands.

An interesting scene from one of the male leads, Fang Xuewen(方协文) in The Tale of Rose where he angrily says, “What’s the point of going to Beijing? Who’s even there?” sparked interest among netizens. It was creatively used as a transition to showcase Beijing’s famous landmarks and cuisine, turning it into a viral Beijing tourism promotional video. This not only helped Fang Xuewen become a standout character but also allowed local tourism campaigns to ride the wave of this popularity. Images: Douyin @ 央视网文旅

The Tale of Rose has attracted numerous brand partnerships thanks to Tencent Video's commercial team, who emphasized the theme of women's self-care. This was beautifully encapsulated in the promotional slogan ‘Rose in Bloom, Unrestrained Growth.’ Every time a brand collaboration with The Tale of Rose is mentioned, it reminds users of the brand's commitment to ‘caring for women.’ Images: SHISEIDO X The Tale of Rose collab postcards from Weibo @SHISEIDO资生堂官方微博

In summary, blockbuster TV series are more than just a tool for brand awareness—they provide a unique chance to create a deep emotional connection with consumers through integrated storytelling, leading to long-term communication for your brand. Whether you’re working with a small budget or aiming for a larger impact, a hit TV series can help you achieve significant results. Contact China Skinny to find out how we can help you make the most of this powerful marketing tool.