Zalipacking (Bingepacking): Live show inside the AliExpress marketplace Blacklight

Category
Interactive projects
Nominations
Video
Company
AliExpress Russia
Brand
AliExpress
Link

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Special Projects Use of Media

Task

«AliExpress Russia» is working to create a benchmark of high-quality content on the platform. We decided to motivate people to regularly access the app using live shows that are streamed in the marketplace app itself rather than on third-party sites. The Goal: Creating a new engaging live show inside the marketplace

Ideas and solutions

Developing and launching the show «Zalipacking» hosted by Natalie Veda and featuring star guests such as Shura, Pavel Artemyev, Anna Khilkevich and Polina Kitsenko. The guests were packing a parcel with goods for another celebrity, unaware of the recipient’s identity till the end. The guest and the viewers had to guess the name of the recipient. The singer Shura carefully packed a 5G tower protection kit for Victoria Bonya. Gifts for Nastya Ivleeva and Dzhigan were assembled by Pavel Artemyev and Anna Khilkevich. The major distinguishing feature of the show is that it was streamed directly in the AliExpress app. The user’s path to the brand did not just get a shortcut — it disappeared altogether. Viewers could also add items from the show to their shopping cart and even place the order without leaving the stream tab. It increased engagement in the show, sped up purchases and increased loyalty to the brands as well as the marketplace itself. The Outcome: The first episode accumulated a record number of likes in the app — 840 000 (4.5 times higher than the average number). Episode #3 featuring Khilkevich was the most popular — it received 256K views in the app, while viewers accessed the goods shown in the stream 24K times (a record number of product clicks from the stream). As of July ’20, the show broke records for views and visits to stores in the marketplace.