Ocean Engine launches healing-themed IP to target emotional consumption

Ocean Engine has partnered with Harper's Bazaar to launch ‘Have a Nice Day’, a trend-focused IP designed to explore the growing market of emotional consumption and healing-oriented marketing.

Responding to a shift in consumer logic from material possession to spiritual satisfaction and mental well-being, the project utilizes an ‘Energy White Paper’ and an immersive ‘Energy Life Festival’ held at Beijing's Longfu Temple. The initiative aims to translate vague desires for relaxation into actionable lifestyle guides, covering trends such as sensory healing, AI monks, and slow handicrafts.

The campaign has achieved significant digital reach, with total exposure exceeding 570 million and hashtag views surpassing 530 million. Various brands have participated in the co-creation, including the natural personal care brand Super, which integrated its botanical themes into the event, and the pet food brand Mao Pu Di, which released a white paper on pet nature and feeding.