Chapter 159: That Was a Bit Too Fierce! [Fifth Update]

“Wash, wash, wash the baby, precious water can’t be missed, drip a drop, soak a bit, no mosquitoes, no bugs to bite…”

After watching the third episode of *Where Are We Going, Dad?*, the audience couldn’t get that catchy little tune out of their heads—the one the Yu family sang while bathing their baby!

What was most astonishing was how blatantly the commercial was inserted, yet viewers seemed completely unaware it was an advertisement.

This explained why Yu Zhile’s advertising fees and endorsement charges were so exorbitant.

As soon as the episode ended, orders for the baby essence water surged dramatically—so much so it was downright terrifying.

Especially the matching family outfits worn by the Yus; their sales skyrocketed as if viewers had been hypnotized.

“How’s that for an ad campaign?” Yu Zhile chuckled to himself. Back when this ad first took the nation by storm, he was just a kid.

The genius of the campaign lay in that jingle—it was instantly catchy, and the more you heard it, the more it stuck with you for life.

This was the quintessential success story of marketing through children’s songs.

Xu Ling admired it but also understood why Yu Zhile dared to charge such high fees for advertising and endorsements.

With a campaign like this, it was worth every penny.

She was willing to bet that after this episode aired, her phone would be flooded with calls again.

Other advertisers, seeing the success of the baby essence water campaign, would undoubtedly be tempted and want to collaborate with Yu Zhile, hoping he could create another irresistibly catchy campaign.

Meanwhile…

“Mr. Huang, since the program aired, our order volume has been steadily climbing!” the report came through.

Mr. Huang answered skeptically, “The episode just aired. Is it really possible to see advertising effects this quickly?”

“It’s more than just advertising effects, Mr. Huang—it’s about explosive success! The ad is incredible! Less than ten minutes after the program ended, all our partnered online platforms had already processed over 100,000 orders!”

“Is that… really that exaggerated?”

“Yes! Many customers are asking online if the product is good, saying they found out about it from *Where Are We Going, Dad?*.”

“Excellent, excellent!” Mr. Huang grew excited. After hanging up, he opened his laptop and saw numerous inquiries from netizens in the product details section, asking if the scent was pleasant, whether it irritated baby skin, and so on.

Sure enough, they were all fans drawn in by the show.

This advertisement was phenomenal.

Even though it was just a sponsored ad, its impact was stronger than that of the title sponsors.

In all his years, he had never encountered such an overwhelmingly effective program ad.

For them, investing in advertising was always a gamble.

Now, he felt he had won that gamble.

Those massive advertising and endorsement fees suddenly felt completely justified.

***

The next morning.

Yu Zhile eagerly awaited Yang Bing’s report on the viewership ratings. After last night’s airing, he realized the baby essence water jingle had gone viral overnight.

That catchy tune was unforgettable—people even found themselves humming it unconsciously during their baths.

At the TV station.

Director Chen admired, “This guy is incredible! The ad campaign seems simple, but with that catchy jingle, it becomes unbeatable. No wonder they’re willing to pay such high advertising fees. I wonder how much the family earns for endorsing this?”

Director Zhang suggested, “Let’s ask Yang Bing later. He should know.”

Just then, as if summoned, Yang Bing entered excitedly to report, “We’ve broken 3%!”

Director Chen was stunned. “The first episode broke 1%, the second broke 2%, and now the third has surpassed 3%? Does that mean the fourth episode will break 4%?”

Yang Bing replied enthusiastically, “It’s quite possible! This episode’s rating reached 3.52%. The next one might really surpass 4%!”

Zhang gasped, “These ratings are unreal! A lifestyle show hitting such numbers? Why haven’t similar shows on other networks ever done this well?”

Yang Bing explained, “It’s the perfect timing, location, and synergy. Without the Yu family, the ratings wouldn’t be this high. Most viewers watch because of them.

“Of course, the main reason is the excellent program planning. It’s not only educational but also warm and comforting to watch.”

Director Chen then asked, “Xiao Yang, do you know how much they’re paid to endorse that baby essence water?”

Yang Bing responded, “I heard it’s 80 million over two years.”

“Eighty million?” Director Chen was dumbfounded.

Yang Bing nodded, “Yes, including the ad campaign. The couple each gets 30 million, and the daughter gets 20 million.”

Director Chen was even more shocked. “The baby’s endorsement alone costs 20 million? That’s more than top-tier stars!”

Yang Bing admitted he initially thought it was outrageous.

But after seeing the integrated ads in the show, he understood why it was so expensive.

He reasoned, “It’s not that surprising. Many first-tier celebrities in the country earn over ten million a year. Although the Yu family isn’t officially classified as top-tier stars, their real fan base rivals most of them.

“But the key is the program planning. That’s the most valuable part. Hiring a top star only leverages their popularity, but the Yu family endorsement combines star power with a brilliant ad campaign.

“Remember the success of the ‘Strong Bull Sour Milk’? That was a classic example. Now, baby essence water is poised to become their second big success story.”

Director Chen smiled wryly, “This guy is truly amazing. Thankfully, we didn’t refuse to cooperate with his show. Otherwise, we’d be crying without tears now.”

***

Shortly after, Yu Zhile received a message from Yang Bing and proudly taunted Xu Ling, “Last night’s third episode hit 3.52% ratings. So, Pang Ling, what do you have to say now?”

Xu Ling was speechless.

This show must be on something.

Otherwise, how could it keep getting stronger with each episode?

And this time, it was almost excessive.

If this keeps up, it might even surpass *The Masked Singer*.

Qin Haiyu was stunned. “3.52%? That’s incredible! I didn’t expect so many people to enjoy a parent-child show.”

Xu Ling shook her head in disbelief, sighing, “It’s madness! The audience has gone crazy! Such a terrible show has so many viewers!”