How M&G Stationery used Xiaohongshu to turn a book fair booth into a back-to-school trip

From August 17–21, 2024, M&G Stationery ran a back-to-school booth at “广州南国书香节” (Guangzhou Southern Book Fair) in Guangzhou under “守护深蓝，闪光+1” (Protect the Deep Blue, Shine +1). The hero product was 深蓝星球系列PLA可降解中性笔 (Deep Blue Planet Series PLA Biodegradable Gel Pen), with its PLA degradable material providing the environmental story. Stamp collecting turned a booth visit into a family activity, while creators framed the trip as a weekend outing and a chance to prepare school stationery. The range also included 深蓝星球书写小行家 (Deep Blue Planet Writing Expert), 你好火星中性笔 (Hello Mars Gel Pen), 按动小方芯荧光笔 (Retractable Square-Tip Highlighter) and 晨光三角杆洞洞铅笔 (M&G Triangular-Barrel Pencil with Grip Holes).

The campaign addressed urban parents preparing children for school and looking for weekend activities, with value and environmental education both part of the appeal. Spending ¥29 unlocked a stamp passport; stamps could be exchanged for a fridge magnet and an environmental pen. Progressive discounts applied at ¥58, ¥88 and ¥108, and collecting 58 likes on a WeChat Moments post unlocked a customised gift box.