Case study

Start selling to stop buying.

To stop the demand for fur and the cruelty towards animals, we created a campaign which features an online fur store on Taobao.

Challenge

Taobao, as the largest online shopping site in China, has attracted millions of shoppers to go shopping. To stop the demand for fur and the cruelty towards animals, we created a campaign which features an online fur store on Taobao.

Idea

Chinese people call Taobao as "the amazing Taobao where you can buy anything", including animal furs. Shoppers get to see nice images of products and good prices while they never get to see where the fur is actually from and the cruelty of making furs process.

Result

With a budget of only Y=5 RMB, the campaign generated 4.5 million visits with 80% pledges not to buy fur products. The campaign promoted through the mobile store Taobao and the social networks WeChat and Weibo generated millions of shares for over US $2.2 Million dollars, and the Taobao store was taken down after only 72 hours.

Awards & Recognition

Cannes Lions
Effie Awards