China is home to the world’s largest online store, where you can buy anything, including ever-popular fur products. We wanted to get online fur buyers to stop buying fur. So to stop the buying on this massive platform, we started selling on the platform, by launching Maria’s Luxury Fur Store. We drove them in with offers they can’t resist on fur products the love. But upon clicking on products, users saw the gory process involved. Within days, 4.5 million users visited the store. 80% pledged never to buy fur again. We gained so much attention – over US$2.2 million in earned media and over 5.7 million shares on social media with a RMB5 budget – that we were taken down in 72 hours. Inspired by the success, we already are preparing to launch on even more platforms.

To stop the buying, we started selling. We launched Maria’s Luxury Fur Store, enticing users with a massive fur sale. But when users clicked on the fur products, they’ll see the dark and gory process that goes into making that item.

4.5 million users visited the store, with 80% – that’s 2.8 million people – pledging never to buy fur again. We gained so much attention online and offline, with over 5.7 million shares on social media and US$2.2 million in earned media, that we were shut down in 72 hours. All on a campaign budget of RMB5. Inspired by the success, we already are preparing to launch on even more platforms.