|Title||ONLINE FUR SHOP|
|Product / Service||ETHICAL TREATMENT OF ANIMALS|
|Category||B03. Use of Social Platform(s) in a Promotional Campaign|
|Entrant||Y&R SHANGHAI, CHINA|
|Entrant Company||Y&R SHANGHAI, CHINA|
|Advertising Agency||Y&R SHANGHAI, CHINA|
|Ong Kien Hoe||Y&R Shanghai||Executive Creative Director|
|Nils Andersson||Y&R Shanghai||Executive Creative Director|
|Jiu Tiao||Y&R Shanghai||Associate Creative Director|
|Qi Han||Y&R Shanghai||Art Director|
|Alair Qu||Y&R Shanghai||Art Director|
|Travis Zhou||Y&R Shanghai||Account Director|
|Tommy Hua||Y&R Shanghai||Agency Producer|
|Hu Chao Zheng||Shooting Gallery Asia Shanghai||Director|
|Ten||VML Teein||Strategy Director|
|Lee||VML Teein||Creative Director|
|Wells||VML Teein||Media Manager|
|Sandy Wang||Y&R Shanghai||Traffic Manager|
|Emir Shafri||Y&R Shanghai||Copywriter|
|Yang Wei Wu||Y&R Shanghai||Associate Creative Director|
|Yang Wei Wu||Y&R Shanghai||Art Director|
|Ong Kien Hoe||Y&R Shanghai||Art Director|
|Shawn||VML Teein||Project Leader|
In order to stop the buying of fur, we had to engage with our Chinese audience right where the buy fur products the most: on the world's largest online store. We launched Maria's Luxury Fur Store, and reeled them in with promotional offers they couldn't resist whenever they searched for fur products. Once they visited the store to browse the fur products, they learned about gory process that went into each product. We used this moment to activate a change in their behavior by getting them to pledge to never buy fur again. In fact, out of 4.5 million users who visited the store, 80% pledged never to buy fur again.
China is home to the world's largest online store, a platform so huge that it made US$9.3 billion in a single day, 5 times more than what all US e-commerce stores made on Black Friday combined. Here, you can buy anything privately, including, unfortunately for the animals, fur products, which are extremely popular in China. So how do we stop people from buying on this massive platform?
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.
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.