DHL is a global logistics leader with limited visibility among small businesses in New Zealand. Traditional campaigns were underperforming and failed to connect with local values.

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We created Pass the Parcel, a referral campaign inspired by the classic Kiwi game. Customers could “pass” a virtual parcel to others, unlocking shipping rewards and entries into a major prize draw with each referral.

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From a starting base of 3,000 account holders, the campaign reached over 15,000 businesses in just 60 days and generated over $11 million in potential new revenue from new business accounts.

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Pass the Parcel reframed DHL’s relationship with small business and has since been adopted in other markets.

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