The Big Brands Are Here
ELE.ME, ALIBABA · PREMIUM RETAIL IP
Idea and visual strategy · Strategy · Creative direction · Impact
01
THE CHALLENGE
People opened Ele.me for a fast lunch, not a Nespresso machine or a Samsung phone. Big brands were already on the platform, but shoppers didn’t think to look, and brands didn’t see it as a place to be seen.
02
THE INSIGHT
You can’t discount your way to premium. Big brands earn their status on runways and in shop windows, so Ele.me needed to borrow that stage, not shout louder.
03
WHAT WE DID
So I gave every brand a runway. A subway tunnel became a catwalk where each brand walked in its own look, and in-app splash screens became luxury window displays. Models styled with AI to match each brand let one idea flex across dozens of brands.
04
THE IMPACT
People stopped and looked. Splash-screen clicks cost over 80% less than usual. Zhao Yiming reached a 12% click-through rate, and its orders grew 78% week on week, the top result in its category.
