How M&G used Xiaohongshu and a refill exchange to frame stationery as sustainable living

From 11 to 17 May 2024, M&G promoted 晨光濒危动物·湿地系列 (M&G Endangered Animals · Wetlands Series), 晨光减碳计划中性笔 (M&G Carbon Reduction Plan Gel Pen) and masmarcu森林笔 (masmarcu Forest Pen) under the theme "笔芯地球减塑有我" (Refills for the Earth, Plastic Reduction Starts with Me). Renewable or biodegradable pen-barrel materials and endangered-animal education gave the products a clear environmental role. Image-led posts and video used collection lists, store-visit vlogs, journaling and nature notes to place them in everyday life, carrying the message "保护地球，可以从一支笔开始" (Protecting the Earth Can Start with a Pen).

The campaign addressed urban white-collar women and Gen Z students, especially young women interested in quality of life, sustainability, journaling or daily writing. The retail tie-in ran until 22 May: at participating offline stores, five used pen refills could be exchanged for one M&G refill. With no discount, the main call to action was store visits and redemption during the activity period.