Digikala wanted to prove it delivered more than parcels—it delivered genuine smiles. As Creative and Art Director, I redirected a campaign built around statistics into a story-led platform that humanised the brand, generated record-breaking engagement and strengthened customer trust.
The numbers proved success. They couldn’t explain why people cared.
Digikala had no shortage of impressive performance data, but statistics alone risked feeling like corporate self-congratulation—especially on social media, where every success story invites scepticism. The challenge was to demonstrate the effort behind every successful delivery without ignoring the imperfections that made the story believable.
Moved the work away from surface-level execution and towards the tension that needed solving.
Created a system the team could use across touchpoints, rather than a one-off campaign idea.
Connected strategy, copy, design and implementation into a launch-ready body of work.
Ensured the result could live beyond the first launch and keep creating value.
The strategic shift came from replacing proof with perspective. Rather than asking audiences to trust impressive figures, we invited them behind the scenes to discover the thousands of everyday decisions, recoveries and human moments that make successful deliveries possible. By making transparency the story, the campaign earned attention because it felt authentic rather than promotional.
By revealing the people and effort behind every successful delivery, the campaign shifted the conversation from impressive statistics to authentic human stories.
The operational challenges usually hidden from customers became the campaign's strongest proof of Digikala's commitment to delivering on its promise.
The campaign generated record-breaking interaction, including 22,000 likes, 10,000 comments, 39,000 direct interactions and more than 534,000 impressions.
David crafted a campaign that didn’t just capture attention—it set our highest engagement in over two years and redefined emotional brand connection.
Ali AlaviCMO, Digikala
Helping organisations, teams and brands grow through clear, purposeful creativity.
Email me
