To make shopping at Pxmart fashionable, we transformed the Pxmart plastic grocery bag into a fashionable handbag.

The grocery bags themselves became the medium. Young people carried them, posed with them, and declared their own beliefs on saving money – their “Pxmart Philosophy of Thrift.”

We invited young people to hold Pxmart grocery bags and declare their own “Pxmart Philosophy of Thrift.” We turned this co-created content into videos, print ads and outdoor ads. We held press conference and a fashion catwalk show. By stage-managing PR and news outlets and spreading the campaign on an event website and social media platforms, we inspired more young people to hold up their own Pxmart grocery bags and declare their own perspectives, generating boundless content on social media. Not only did the grocery bags become a powerfully effective medium, but each young person in the city holding a bag became a spectacular medium for this campaign.

- 17% overall sales growth, driven by young customers under 30

- 300% increase in membership card applications

- 28% increase in social media fans

- Over 50% rise in sales of Pxmart grocery bags

- 1 in X people on social media shared user generated content (UGC)

- 20% growth in official website visits

- 1.75 million views of the video series within 3 weeks

- Earned media value of 8.5 million, with many media outlets reporting “Pxmart has turned stylish”

- Even China’s biggest online shopping site, Tmall, came out with a knock-off campaign.