The Living Room by Octave 音昱听堂
Three weeks to launch Shanghai’s Healing Arts Festival
Fifteen Xiaohongshu creators, five official notes, and a first paid test with a 5.13% click-through rate. Here’s how the festival’s 12th edition reached its crowd in time.
Pulse of the Roots, Wisdom of the FutureJianguo West Road, Shanghai15 / 15
creators delivered on contract
7,024
organic engagements on creator notes
5.13%
click-through rate on a first Juguang test
86%
save rate on the ticket-launch note
Aug. 11 The brief
A wellness festival with about three weeks to sell itself
The Living Room by Octave is a wellness space run by Octave (音昱) on Jianguo West Road, in Shanghai’s plane-tree district. It occupies an old garden house with a courtyard and teaches classes like Baguazhang and breathwork year-round.
On August 29 and 30, 2026, it hosted the 12th Healing Arts Festival: more than 80 workshops and healing performances, and one 49 RMB pass (about $7) for both days. It was aimed at stressed-out city workers who wanted a reset without leaving town.
We signed off the content strategy on August 11, with five official note topics and a posting calendar. The festival opened 18 days later.
What stood in the way
A three-week window
Tickets opened roughly three weeks before the doors did. Wellness is a slow purchase, and people want to see someone like them try it first.
An empty official account
No content plan and no posting rhythm, so there was nothing worth boosting. Creator traffic would have landed on an empty shelf.
Zero paid history
The account had never run on Juguang, Xiaohongshu’s ad platform. Small budget, no benchmark, so the first yuan had to teach us something.
Fifteen creators at once
Top, mid, and smaller accounts across fashion, lifestyle, wellness, parenting, and the arts. Briefs, reviews, scheduling, tags, shoots, and usage rights ran in parallel.
Aug. 13 Official account
Give the brand page something to say
Creators can send people to a brand page, but someone has to be there to meet them. We wrote the content strategy and five official Xiaohongshu notes covering the brand story, the festival, year-round classes, and tickets.
The ticket launch, built around the 49 RMB two-day pass. It finished with an 86% save rate.
A countdown video. The account replied in its own comments here, the only time in the campaign, and the thread turned into a second info page.
Two gentle ways to handle city fatigue. A soft sell aimed at commuters running on empty.
A call for “experience officers,” with an exhibition visit and a trial class attached.
The hook every note carried
- 49 RMB price anchor
- 12th edition, once a year
- 20 free spots
- Guide format: schedule, perks, how to book
The same four went into the creator brief, so creator notes and brand notes pointed readers to the same ticket.
86%
Save rate on the ticket note: 36 saves on 42 likes. On Xiaohongshu, a save is usually the step right before a visit.
63 comments 113 likes
on the giveaway of 20 free performance spots, the best engagement of any official note
Aug. 20 Creators
Fit first, reach second
Wellness sells on recognition: someone like me went, and it helped. So we picked 15 creators for persona and setting before follower count. Each audience met its own version of the festival in the feed.
BaogongziFashion
MaomaoxunMen’s wellness
NaNaOffice stress
Carol
Hola_NinaFamilies
Xiliya
Kris Qiqi
MochiArt & culture
Yu LuArt & culture
Jenny
Kittywenny
Tina
Mei
Wenjunlau
Zhenni
The contract called for nine warm-up notes and six on event day. All 15 creators delivered, several added posts on a second account or other platforms, and every note read like a guide, with a location tag, the ticket price, and the class list.
Engagements on each creator’s best note
Likes, saves, and comments. Organic only, closing data as of September 30, 2026.
Follower count didn’t tell us much. The biggest account here, at 142K, drew 321 engagements. A 111K account pitching a half-day reset for city men drew 1,634.
Four notes worth a closer look
Maomaoxun 毛毛迅
1,634
engagements, best in the pool
A half-day reset pitched at city men. It showed the festival wasn’t only for women.
Baogongzi 包公子
179K
impressions on one note
The highest save share in the pool. The audience is 83% female and 71% aged 18 to 34, close to the festival’s own crowd.
NaNa 办公室吃货NaNa
80.2%
of engagement was saves
A stress-relief guide with 30,800 views. People bookmarked it and came back to it later.
Carol 施沛芩carol
1,200
engagements on a same-day vlog
The vlog walked through the whole visit, and the footage stays with the brand for reuse.
- 1.276M
- followers across the roster
- ~457K
- impressions in back-end data from five creators
- ~42K
- video views from four more creators
- 8,400+
- views for one creator across Xiaohongshu, Douyin, and WeChat Channels
Aug. 22 Paid
A small test that bought a baseline
On Juguang we boosted eight notes from the official account, August 22 to 27. We spent small amounts to check the creative, then moved money behind the notes that performed. Six days, 2,805 RMB, about $390 in all.
Daily spend and click-through rate
Aug. 24803 RMB7.0% CTR
Hover or tap a day to see its numbers. Bars show spend, and the line tracks click-through rate.
Out of every 1,000 impressions
- 51 clicked
- 4 engaged
57,291 impressions, 2,938 clicks, and 229 engagements. A 5.13% click-through rate is a solid first baseline on Juguang.
Video earned the engagement
Image notes held the details people saved, like the ticket note. The two formats do different jobs, so they need different yardsticks.
Giveaways beat stories
On the same budget, the giveaway note earned the most engagement for the money.
Story-led notes got people talking but gave them no path to a ticket. Nobody could have called either result before the money went out.
Aug. 29–30 Festival weekend
The weekend, and what the brand kept
Then came the weekend itself. Creators joined sessions on site and posted live. We ran the photo coverage and handed over a library of 500 images for the website, social channels, and whatever materials come next.
15 / 15
Creators who delivered on contract
1.276 million followers combined
7,024
Creator engagements
Organic only, no paid boost
457K
Creator impressions in back-end data
Five creators, plus about 42,000 video views
57,291
Paid impressions on Juguang
2,938 clicks and 229 engagements
5.13%
Paid click-through rate
The brand’s first run on Juguang
86%
Save rate on the ticket-launch note
36 saves on 42 likes
500
Event photos handed to the brand
For the website, social, and later materials
What carries over to next year
Spend small, spend on proof
A small budget buys certainty when it pays for tested baselines: which creative earns more money, and which hooks need rework.
Give creators somewhere to send people
Creators let people picture themselves there. The official account and a guide with a clear price have to carry them all the way to booking.
Keep everything you shoot
The usage rights and the 500 event photos stay with the brand. So do the benchmarks for next year’s spend.
About the data: creator figures are organic only. They come from platform back-end data and public counts as of September 30, 2026, and back-end data covers 10 of the 15 creators. Paid figures come from Juguang delivery records for August 22 to 27, 2026, across eight official notes. Save rate is saves divided by likes. This case doesn’t cover contract value or commercial terms.
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