Delivering smiles
I helped transform customer satisfaction data into a humanised storytelling platform for a #1 e‑com giant, generating record-breaking engagement and a boost in brand trust.
THE CHALLENGE
As the nation’s leading e-commerce platform—with millions of daily interactions—Digikala wanted to prove it delivers more than packages: it delivers genuine smiles. But numbers, however impressive, don’t land well without context—and in the social media arena, showcasing success invites scrutiny. For every smile you highlight, someone’s ready to comment on the one that didn’t arrive. So, the case was open: could we prove the “how” behind “Smiles Delivered” without inviting backlash—or breaking the rhythm of our concurrent brand refresh campaign?
“David crafted a campaign that didn’t just capture attention—it set our highest engagement in over two years and redefined emotional brand connection.”
THE SOLUTION
Initially, the client hoped to validate its brand promise through sheer statistics. But in observing Digikala’s focus groups firsthand, I noticed participants were far more captivated by genuine human stories than big numbers. Recognising this shift in audience preference, I proposed a new angle: rather than quantify the “how,” let’s show it—through the real-life hustle that powers every successful delivery. Coining “Behind the Smiles” as our banner, I recalibrated the entire second-phase campaign to spotlight the brand’s efforts in a way that felt both authentic and empathetic.
To bring this concept to life, our team crafted a giant “Where’s Wally?”-style illustration capturing the everyday logistics of Digikala’s operation—couriers in traffic, staff catching last-minute mistakes, and customers beaming at their doorstep. Instead of hiding glitches, we turned them into mini-stories, emphasising how each challenge was ultimately resolved by a dedicated team determined to deliver joy.
The full game illustration filled with true stories of Digikala’s delivered and sometime undelivered smiles.
This illustration became an interactive web app where users scanned the scene to uncover mini-challenges, painting a clearer picture of how Digikala overcomes real-world obstacles. On Instagram, with well over a million followers keeping close watch, we launched simpler puzzle posts, inviting fans to spot hidden smiles and enter a prize draw. By merging honesty, creativity, and humour, we gave the brand’s audience a direct connection to Digikala’s day-to-day heroics—an accessible, story-driven way to reveal the genuine “how” behind every package.
The gamified Instagram post became Digikala’s most engaged post for over 2 years, with over 22k likes, 12k comments, and exposure on the Explore page.
THE RESULTS
Our strategic pivot paid off instantly. The key Instagram post broke two-year engagement records, pulling in over 22,000 likes, 10,000 comments, and standout presence on the Explore page. Altogether, the gamified launch notched 39,000 direct interactions and 534,000 impressions, proving that a personal, story-led approach resonates far more than raw data.
Most importantly, audience sentiment took a clear turn for the better. Praise replaced skepticism as users shared their own delivery stories and embraced the brand’s candid, playful tone. The campaign reframed perception, shifting the focus from frustration to appreciation—and proved that by pulling back the curtain and focusing on empathy over ego, Digikala didn’t just spark engagement—it reignited trust. And that, ultimately, is how you deliver real smiles.
