Strategy
The first public launch of a new retail IP — built around the idea that a great gift isn’t just fast. It’s right.
「玛上就XX」is Ele.me’s gifting platform proposition: the right thing, arriving immediately. I developed the creative strategy, concept and visual framework across its debut on two of China’s biggest gifting occasions.
Mother’s Day — 是妈妈，不只是妈妈
Most moms spend Mother’s Day being called someone’s mom. The idea was to give her back her own name. Gifts matched not to the role she plays, but to who she actually is — the surfer, the nightlife lover, the skincare obsessive. Each visual addressed her directly: “To: 爱蹦迪的张子涵女士, 母亲节快乐.” The person behind the title, finally seen.
520 — 马上就送
马上 means immediately. 马 means horse. A unified visual universe built entirely around horse imagery — carousels, riders, saddles — planted the idea of instant gifting across every touchpoint and relationship scenario without stating it plainly. The wordplay did the work.
Both campaigns were built within the same flexible formula. “玛上就XX” — where XX adapts to any occasion, any category, any season. It became the visual standard for Ele.me’s entire retail vertical, extending into 「冰冰有礼节」and every retail campaign that followed.
Impact
Scalable visual framework adopted as standard across the full retail ecosystem
UV cost reduced from ¥0.32 to ¥0.29 through iterative creative optimisation
Valentine’s Day
520 Festival
Mother’s Day
