In order to make Pxmart grocery stores young and chic, we transformed Pxmart grocery bags into fashion accessories.

The core of the idea was a platform on which young people could directly interact and communicate. By posing with Pxmart grocery bags and declaring their own manifestos on saving money, they could actively participate, and collectively create the “Pxmart Philosophy of Thrift,” becoming the stars of the campaign.

Using an official Facebook fan page, in-store posters, brochures, and social media groups and magazines popular with young people, we found opinion leaders in different walks of life and directly engaged with them, inviting them 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 a 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 turned Pxmart grocery bags into a fashion trend.

This vogue inspired more young people to hold up their own Pxmart grocery bags and declare their own “Pxmart Philosophy of Thrift.” Within one month sharing street photos with Pxmart grocery bags became the hottest trend, and the fashion continued to spread.

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.