Who knew a logistics brand could be this much fun?
Our anti-customer-service TikTok for DHL eCommerce has been shortlisted in the Social category at the Campaign Big Awards 2026, and we couldn't be prouder of the team behind it. 📦
From parcels to personality
Nobody has ever opened TikTok hoping to hear from a logistics company. So DHL eCommerce stopped behaving like one.
While every other brand on the platform was busy being helpful and polished, we built the anti-customer-service universe: an unhinged first-person persona that roasts its own customers, jokes about lost parcels and leans into the chaos instead of apologising for it. The one rule? Never post anything that looks like it came from a shipping brand.
Then we handed the community the keys. Fans send in prompts, memes and complaints, and their chaos becomes the content. The results speak for themselves:
- The account grew from 700,000 to 1 million followers
- DHL eCommerce is now the largest logistics brand on TikTok, ahead of Amazon
- In three months, comments rose 994% and shares rose 240%
- Videos average a million views
Not bad for a brand that delivers parcels. Catch up on the chaos at @dhlecommerce. 👀
A huge thank you to the team behind the work, and to DHL eCommerce for trusting us to have a bit of fun with their brand.
