How Haichang used artist-designed contact lenses and couple dramas for a Douyin launch

Running from 11 September to 25 October 2024, “一眼能量爆FA” (roughly Energy Bursts at One Glance, with “FA” representing the Chinese word for burst) presented the lenses as both a design object and an energy carrier, co-created with a contemporary artist. The emotional device was “眼神告白” (confession through eye contact): couple dramas, role-play, everyday vlogs and makeup content placed 海昌宇宙花花 (Haichang Cosmic Blossoms), 海昌吸金体质 (Haichang Money Magnet), 海昌心动降临 (Haichang Heartbeat Arrival) and 海昌灵感磁场 (Haichang Inspiration Magnetic Field) in confession, mutual-crush and travel scenes. Separate product hashtags supported simultaneous exposure for the different designs.

The content addressed urban professional women and Gen Z students interested in polished makeup, atmosphere and everyday wearing comfort. All posts were commissioned through Xingtu. The launch stayed at awareness stage: there was no discount, gift mechanism, urgency device or explicit conversion call to action, while store traffic was the offline activation.