Discover the joy of unboxing with DHL Parcel
Package delivery is all about the positive excitement of unboxing. Gifts, gadgets and the joy of receiving them – these are the things that DHL Parcel delivers. In real life and on the brand’s Instagram profile.
the challenge
you say “courier” – you think “where's my package?”
how to communicate in a very crisis-ridden industry in such a way as to engage and not antagonize? Most SM conversations about courier services focus on the dark side of their services. (We showed a bright one and linked it with DHL Parcel).
the idea
every package is the joy of opening
We decided to make #enjoysmallthings, the joy of opening and #unboxing a trend (with over 1 million mentions on Instagram) and the brand’s way of communication. We designed new key visuals and a platform that allowed us to tell stories about DHL Parcel’s products and services, and to place the brand in current contexts, including real-time marketing activities. Each post was unboxing fun, each unboxing was the pleasure of discovery and each discovery was a positive experience that built the DHL Parcel brand.
the result
on Instagram profile:
campaign interactions
likes