Creative Ops Concept Development

Effie Awards. Silver Effie Awards. 3xShortlist

Zalipaking combined entertainment and shopping in a live, shoppable format. Each episode featured a celebrity guest wrapping gifts for another star – only discovering the recipient at the very end. Viewers could instantly add featured products to their carts and purchase without leaving the stream, boosting engagement and driving faster conversions. The campaign delivered strong results: 600K views on the AliExpress Live app, 2.5M views across social media, nearly 2M likes, and 23K in-app purchases. The premiere episode set a platform record with 840K likes – 4.5x higher than average.