Exceeding performance

I designed and delivered a full-scale education and content system that turned sceptical sellers into confident advertisers.

THE CHALLENGE

In a hyper-competitive marketplace attracting millions of potential buyers every single day, Digikala’s ad services ought to have been a treasure trove for growth-hungry sellers. Yet countless merchants baulked at the thought of paying for ads, haunted by a crippling fear of wasted budgets and murky returns. Without a grounding in basic marketing concepts, many sellers simply couldn’t envision how a well-deployed ad service could supercharge their sales. So the question became: how do we turn these reluctant onlookers into confident advertisers? And more importantly, how do we prove that every ad spend can directly translate to real, measurable success?

“David’s approach turned training into transformation—giving our sellers knowledge, confidence, and a reason to believe in the system.”

GILDA ASKARPOUR

BUSINESS DEVELOPMENT MANAGER, DIGIKALA

CLIENT:

DIGIKALA AD SERVICE

ROLE:

CONTENT CREATOR, CREATIVE, ART DIRECTOR

AGENCY:

DYMO CREATIVE

FILM PRODUCTION:

MOHSEN ALISHIRI AND TEAM

ANIMATED GRAPHICS:

ALI VAHIDI

SET PRODUCER:

SAMAN SIHAYI

PRESENTER:

ARASH SOURORI

THE SOLUTION

We started by attacking the knowledge gap head-on. Tapping into my background in building education-focused solutions, I created a core curriculum that explained the nuts and bolts of marketing and tied them directly to Digikala’s range of complex ad offerings. Working closely with the Ad Services team, we tested this content through interactive workshops—designed with captivating visuals and participatory feedback loops that locked new knowledge into place. Alongside these live sessions, we produced product demo videos that walked sellers step by step through best practices, lowering the intimidation factor and building practical confidence.

We co-created training material for periodic workshops, training online sellers, helping them improve their sales performance and better integrate the client's ad service facilities.

But content alone wasn’t enough. We knew sellers needed proof that a strategic approach to ads really works. That’s where our curated success-story videos came in. Filmed on-site, they captured real merchants—initially just as wary as our target audience—who’d reaped tangible rewards by using Ad Services’ tools and strategies. Mixing candid interviews with engaging storytelling, these mini case studies broke down barriers of skepticism and reassured sellers that “Yes, it does pay off.” Ultimately, we stitched these elements together to form a cohesive education and inspiration engine—one that paved the way for adoption on a scale Digikala had never seen before.

We helped select several successful sellers on the Digikala platform. We worked with them to present their success stories, assisting other sellers to benefit from their tips and tricks with ad service facilities.

THE RESULTS

With newfound clarity, sellers who once feared “throwing money away” gained the confidence to experiment with targeted ads, often becoming vocal champions of the platform’s benefits. Internally, Digikala’s teams also learned vital lessons about their sellers’ pain points—shaping a more informed, user-centric approach to future updates. Best of all, the success of our initiative led Digikala to entrust us with further, more ambitious projects, validating our knack for understanding the market’s deepest anxieties and transforming them into creative, results-driven solutions. In short, we helped turn skepticism into enthusiasm—proving that an education-rich strategy, paired with real-world success stories, can drive meaningful outcomes for everyone involved.

We helped devise the content and then produced videos explaining the variety of ad services available to sellers and how to integrate them better.