Case study
Octave: three weeks to launch a healing arts festival on RedNote.
Fifteen creators, five official notes, and the brand's first paid test. The festival opened with 7,024 organic engagements and a 5.13% click-through rate.
Client
The Living Room by Octave
Industry
Wellness / Lifestyle
Services
Platforms
The client
A Shanghai wellness space with three weeks to sell a festival.
The Living Room by Octave (音昱听堂) is a wellness space on Jianguo West Road in Shanghai. It sits in an old garden house with a courtyard and runs classes like Baguazhang and breathwork all year.
On August 29 and 30, 2026, it hosted the 12th Healing Arts Festival. More than 80 workshops and healing performances, and a two-day pass for 49 RMB (about $7). The crowd it wanted: stressed city workers looking for a weekend reset.
Tickets went on sale about three weeks before opening. That's short for wellness, where people want to see someone like them try it first.
The starting point was thin. The official RedNote account had no content plan and no notes worth boosting. The brand had never run ads on Juguang, RedNote's ad platform, so there was no benchmark. And 15 creators had to be briefed, reviewed, scheduled, and shot at the same time.
The festival key visual, the 15 creators on this season's roster, and four official notes from the brand account.
What we did
Three workstreams feeding one funnel.
Creators built trust at the top. The official account caught that interest and turned it into ticket details. Paid money came last, and only behind notes that had already worked on their own.
One official note, a pop-up for burned-out office workers, quoted three creators by name and reused their visit content. That's how creator trust ended up on the brand's own page.
Three weeks, five dates
- Aug 11
- Content strategy signed off: five official note topics and a posting calendar.
- Aug 13
- Official account goes live with the brand story and the ticket launch.
- Aug 20
- Fifteen creators visit in batches. Warm-up notes go out as they post.
- Aug 22
- Juguang ads start on eight official notes: test, scale, optimize, wrap.
- Aug 29 to 30
- Festival weekend. Creators on site, posting live, with photo and video capture.
Creators picked for fit, then reach
Wellness sells when people see someone like them go and come back better. So we picked creators by persona and setting before follower count. The roster covered fashion, men's wellness, families, office stress, and art and traditional culture.
Every note worked as a guide. Each one carried a location tag, the 49 RMB price, and the class list. On festival weekend, the creators joined sessions and posted live.
Maomaoxun (毛毛迅) pitched a half-day reset for city men. The note pulled 1,634 engagements, the best of the 15, and showed the festival wasn't only for women.
Baogongzi (包公子), a fashion creator, got 179,000 impressions on one note. Its audience is 83% female and 71% aged 18 to 34, close to the festival's own crowd. NaNa's stress-relief guide hit 30,800 views, and 80.2% of its engagement was saves.
An official account with something to say
We wrote the content strategy and five official notes. They covered the brand story, the festival, year-round classes, and tickets. Every note carried the price, the location, the schedule, and a clear next step.
The ticket note got 36 saves on 42 likes, an 86% save rate. On RedNote, a save usually means a plan to go. A giveaway of 20 free performance spots drew 63 comments and 113 likes, the best engagement of the set.
We wrote the same hooks into the creator brief: the price, a once-a-year festival, a giveaway, and a guide format. Creator notes and brand notes ran on one logic.
A small ad test that set a baseline
On Juguang we boosted eight official-account notes from August 22 to 27. Small amounts tested the creative first. Then the money moved behind the notes that performed.
Six days and 2,805 RMB (about $390) bought 57,291 impressions, 2,938 clicks, and 229 engagements. The click-through rate was 5.13%, a solid number for a brand's first run on Juguang.
The test taught two things. Video notes drove 78.6% of paid engagements, while image notes held the details people saved. And giveaway hooks beat story hooks. The stories got people talking but gave them no path to a ticket.
15 / 15
Creators delivered on contract, 1.276M followers combined
7,024
Organic creator engagements, no paid boost
457K
Creator impressions in back-end data
5.13%
Click-through rate on a first Juguang test
The outcome
The festival opened, and the brand kept the playbook.
All 15 creators delivered on contract, with 1.276 million RedNote followers between them. Their notes drew 7,024 engagements with no paid boost.
Ten creators shared back-end data. Five of them reached about 457,000 impressions combined, and four more drew about 42,000 video views.
The brand also kept a 500-photo library from the weekend, plus creator usage rights. Next year's festival starts with tested numbers for creative and spend.
Creator figures are organic only, from platform back-end data and public counts as of September 30, 2026. Back-end data covers 10 of the 15 creators. Paid figures come from Juguang delivery records for eight official notes. Save rate is saves divided by likes.
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