AliExpress had two apps: the global one — familiar to millions — and a local version launched specifically for Russia in late 2020. Users confused them and didn't understand why they should download the new one. A large-scale campaign with a unique mechanic changed that habit.
AliExpress launched its local Russian app in late 2020. Built specifically for the Russian market: a fully Russian-language interface, a curated selection of the best products from Russian and international sellers, an updated home screen and loyalty programme. But despite media investment, download growth remained sluggish — users confused it with the global app and didn't see a reason to switch.
The task: break an entrenched habit and give users a concrete reason to download the local app right now.
The key argument for switching — an exclusive guarantee in the Russian app: if delivery is late, AliExpress covers the cost of your purchase. This became the campaign's main message — specific, clear, and action-driving.
Anna Khilkevich as a courier who "destroys" every obstacle in the path of timely delivery. Maxim Galkin* as the recipient. Director — Anton Shavkero, art director of Evening Urgant and CLAN designer. Agency — Zebra Hero.
* Maxim Galkin has been designated a foreign agent in the Russian Federation.
Television told the story and explained how the new app differed from the familiar one. Outdoor advertising across Russian cities kept the message in view. Digital banners and in-app placements drove directly to download. Bloggers and offline events added a human context — when someone sees a recommendation from a person they trust, the delivery guarantee argument lands all the more powerfully.
HAVE A SIMILAR CHALLENGE?
I can help turn a business challenge into a clear strategy, a distinctive idea, and a launch that can be measured.