ABOUT

The Brief:
To amplify the launch of the 2026 E-Commerce Trends Report we needed to create an experience for internal stakeholders and influencers to immerse them in the report, create a shareable moment that inspired the entire DHL community to engage and participate with the findings. We wanted to transform employees from passive recipients to active ambassadors for this campaign.

DHL eCommerce wanted its employee advoacy network to feel like insiders with early access, understand the report in a more memorable way, become motivated to share the findings widely, launching the report across their own communities.

Mediums:
Production/Print

Concept:

The 2026 E-Commerce Trends Report is the flagship campaign for the eCommerce division, but this year we needed the report to travel further than before and leave a lasting impact on internal stakeholders.

We created a bespoke luxury box that translated the thousands of insights from the report into tangible, interactive experiences.

Every element was purposefully connected to a theme of the report, turning the unboxing experience itself into a journey into the future of e-commerce. If we wanted and expected the employee advocates to promote this campaign, it was imperative that they felt immersed in it.

Target audience:
This campaign was about targeting the internal Yellow United DHL eCommerce employee advocates.

Execution:
Inside, recipients were greeted with a personalised editorial-style welcome note that positioned them as the first people trusted with the insights before public launch.

The interior then revealed six premium branded items, each created to reinforce a specific behavioural or thematic aspect of the report:

Future Notes: a DHL yellow premium notebook and pen designed to encourage recipients to “write the future ahead”, reinforcing innovation and forward planning.

Insight Cards: A custom-designed premium deck of playing cards that gamified the report’s findings. Every card translated statistics, signals and future behaviours into an accessible, tactile format.

Future Fuel: Artisan coffee and premium chocolates designed to create a deliberate “pause and reflect” moment while exploring the report.

Futuristic Sunglasses: Branded glasses built around the report’s “two perspectives” theme: shoppers and businesses where we combined and compared data from both sides to see the future of e-commerce from both sides. These sunglasses doubled as a social advocacy mechanic, encouraging recipients to post and share content online.

We also included QR codes linking recipients to the main report and also exclusive messages from our Applied Futurist Tom Cheesewright who helped develop the 2026 Report.

The success of this activity was the specificity and strategic meaning attached to every item – and the careful and deliberate packaging that elevated this from not just a simple ‘merch drop’ but an experience and interactive embodiment of the report itself.