Snooker brand storytelling

During my time at Du Xiaoman, our team saw snooker and Chinese football as relevant interests among the small and micro-business owners we served. This understanding informed our choice of the Xi’an Grand Prix and World Cup qualifiers as brand communication settings.

The aim was to move customers through vivid, engaging content and encourage voluntary discussion and sharing—not simply chase trending topics or maximise views.

Drawing on my broadcasting and presenting background, I proposed adding an athlete-interview module. It gave the team a way to develop original stories around the players, rather than rely only on match highlights.

Mid-Autumn Cultural Storytelling

I developed a Mid-Autumn cultural storytelling concept with Neil Robertson, using a shared festive occasion to reveal the person beyond the competition. I originated the idea, approached the player and guided the exchange in English during filming.

Timing the idea

With Mid-Autumn Festival and National Day approaching just before the competition, I proposed a seasonal cultural angle for the athlete interviews, connecting pre-event content with a topic already relevant to fans.

Turning the idea into a shoot

I approached the athletes directly, introduced our role as the sponsor’s brand team, and explained the purpose, format and filming steps in English. I handled on-site translation and guided their participation.