How M&G seeded back-to-school stationery with sixteen Douyin creators

The campaign linked “晨光开学季” (M&G Back-to-School Season) with “守护深蓝闪光加1” (Protect the Deep Blue, Add One to the Sparkle) and the theme “守护深蓝星球” (Protect the Deep Blue Planet). Its lead product, 晨光深蓝星球系列pla可降解中性笔 (M&G Deep Blue Planet Series PLA Biodegradable Gel Pen), carried the material story: PLA biodegradable plant-based material, an elastic grip and quick-drying ink. Creators placed it in back-to-school checklists, Vlogs, product tests, tutorials and creative transformations, balancing hands-on demonstrations with design-led national-style appeal. The wider list included 晨光火星苍中性笔 (M&G Mars Grey Gel Pen) and 晨光按动小方荧光笔 (M&G Retractable Little Square Highlighter).

The content addressed students preparing for the new term and young mothers buying school supplies, with an additional Teachers’ Day gifting angle. It stayed at consideration: no discounts, spending thresholds or gifts with purchase, and no urgent conversion prompt. The checklist and recommendation formats instead directed attention to product features and the environmental theme.