Jonah Chen

Responsible for annual content strategy across 7 brands for two global spirits groups — Pernod Ricard (Absolut, Olmeca) and Rémy Cointreau (Cointreau, Bruichladdich, The Botanist, Telmont). Own end-to-end campaign delivery from strategic brief to execution, coordinating in-house creatives and external vendors. Serve as the primary agency contact for brand managers. · Magnum | Pleasure Store Campaign Iterated on last year's Shanghai Pleasure Store IP and landed the 2026 edition at Hangzhou West Lake; extended the consumption territory from citywalk to urban escape, staking out the "chill" emotional space as the flagship summer activation for the Signature range. Built the content strategy around brand ambassador Jackson Wang's co-creation shoots as the ignition point, with multi-segment KOL content forming the surrounding matrix; anchored on Xiaohongshu — 8M+ views, 20K+ discussions, 10 posts with 10K+ likes. · Jameson | Music Platform Led the opening campaign for Jameson's 2026 global music platform in China, reading the post-holiday return-to-work mood and positioning #TheNotSoSeriousBand as a cultural outlet for young people to take life a little less seriously; built a three-tier content structure — brand launch, KOL amplification, mass participation — laying the foundation for the platform's full-year content rhythm. Soft-launch phase: 15M+ Douyin topic views, 700+ content participants. · Absolut | Born to Mix Campaign Identified the convenience-store cocktail trend and created a "cocktail menu naming" content framework. Managed the full pipeline — topic planning, influencer casting, Douyin/Xiaohongshu content adaptation, and offline POS coordination. 10M+ topic views; the process became a reusable launch playbook for miniature SKUs.

Built Seagull's content function from scratch: established the brand's owned-media presence, created the product launch content system, and developed the influencer and vertical media ecosystem. Coordinated cross-functional delivery across design, e-commerce, and retail to maintain consistent brand voice and launch cadence. · 70th Anniversary Campaign Defined the narrative strategy and visual direction for the brand's 70th anniversary. Led TVC and documentary production end-to-end (script to delivery), producing a complete asset package (hero film, key visuals, posters). Completed all content assets ahead of the anniversary gala and product launches; pre-aligned watch-media premiere messaging to ensure consistent brand voice. · Quarterly Launch SOP Built the quarterly launch content system from scratch — defined the full asset matrix (photography, short video, long-form, retail POS), standardized production and QA across 3 suppliers, and synchronized delivery with e-commerce and retail timelines. Took content delivery from ad-hoc to a stable, predictable cadence. · Xiaohongshu Seeding Built Seagull's Xiaohongshu seeding program from scratch — established the supplier process (briefs, content standards, delivery QA), developed a co-creation pool spanning watch KOLs and lifestyle influencers, and created reusable content templates by product category. 10M+ cumulative topic views. · Vertical Media Relations Built structured media relations with WatchHome and key horological platforms — aligning review and interview angles to ensure every product launch received substantive editorial coverage, not just product mentions.

Handled social content strategy and campaign creative for global FMCG brands including Pernod Ricard and Unilever, specializing in celebrity EPR and variety-show tie-ins. Designed social topic mechanics and cross-segment distribution plans around brand ambassador assets, coordinating with platform ops and e-commerce teams. Consistently delivered campaigns exceeding 100M impressions. · Absolut × Yu Shi | Brand Ambassador EPR Connected the ambassador's persona with the MBTI cultural moment to create the "Morning-i Night-e" topic hook. Designed a phased rollout — brand video as ignition, cross-segment media relay for amplification. 1.7B total impressions, 400M+ Weibo reads, 300K+ user votes — taking Absolut Nights from spirits-niche to mainstream cultural conversation. · Omo × Happy Friends | CNY Ambassador Reveal Mined fan pain points and insider codes of the "Re-employed Boyband" fandom. Built a two-phase pre-announce/reveal mechanic — Viral Video plus BTS footage drove the announcement. 60M+ Weibo reads; featured product sold out on reveal day. · Lillet × Perrier | Co-brand China Launch Led Lillet's China launch strategy. With zero aperitif category awareness, made the call to bypass category education entirely and anchor the brand to a "girls' night out" occasion — an emotional entry point consumers could immediately connect with. Developed the Lillet × Perrier co-brand concept and synchronized the social and e-commerce rollout. Established the brand's first consumption-occasion mindshare in China.

Led a 4-person creative team delivering brand campaigns for hospitality, commercial real estate, and lifestyle brands. Owned the full cycle from strategic brief to production delivery. · Xiaozhu Homestay | Summer Vacation Campaign Identified peri-urban travel demand during COVID restrictions. Proposed the "Summer Vacation Homestay" campaign concept and wrote the TVC script. Partnered with Fliggy Super Brand Day to close the loop from content seeding to booking conversion. 40M+ topic views; campaign contributed to the e-commerce team's quarterly target. · Accor Hotels | National Day Integrated Campaign Planned the National Day Golden Week integrated campaign using national pride as the emotional anchor. Paired Accor properties with iconic Chinese destinations across TVC, KOL seeding, and e-commerce. 50M+ impressions; Golden Week marketing targets achieved. · Taikoo Hui Guangzhou | Exhibition Campaign Created a KOL Vlog framework for the commercial property's exhibition — designed the visitor journey narrative and talking points. Produced a reusable exhibition campaign template. Top-performing long-form video reached 600K+ plays.

Worked with international brands including Booking.com and Nike, focusing on e-commerce promotions and integrated campaigns. Independently owned core creative concepts and end-to-end material production, working in parallel with design, production, and media teams to hit campaign deadlines. · Booking | 886 Hotel Carnival Developed full campaign materials around the "886 Hotel Carnival" theme — "Say 886 to 996" as the emotional hook targeting three segments: overworked professionals, couples, and young mothers. Designed a relay challenge that drove organic KOL amplification, closing the loop from social buzz to on-site bookings. 65M+ Weibo impressions; e-commerce conversion target achieved. · NIKE | iG World Championship × Air Max 720 Transformed interview footage into brand-voice social copy, handled material breakdown and platform-specific adaptation for Weibo and WeChat.