The hidden strengths of PostNL

Social content that humanizes PostNL and enhances positive consumer sentiment.

Challenge

PostNL delivers over a million packages and letters every day – a challenging and immense operation. As a result, people sometimes face issues when receiving a package or letter, which can lead to negative sentiment on social media. Home supported the development of a social strategy and content to help turn this sentiment around.

Community insights

The rise of employee generated content shows that people on social like to see other people in branded content. With the strategic domain ‘the hidden strengths of PostNL’, we took a social-first approach to highlight the couriers behind the delivery of your parcels.

Feel-good content

We produce authentic, feel-good content: from relatable courier encounters and frequently asked questions to brand values in action, always aiming to build brand relevance and positive sentiment.

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Dag van de Bezorger

A social-first 'thank you' to the people delivering our packages

Challenge

Every day, thousands of PostNL delivery drivers and sorters work tirelessly to connect the Netherlands, yet their efforts often go unnoticed in the rush of our daily lives. Home was asked to bring Dag van de Bezorger 2026 to life by moving beyond the logistics of the job and creating a wave of genuine, personal appreciation. The goal was to bridge the gap between the digital convenience of a package arrival and the human being standing at the doorstep.

Community insights

While most people feel a sense of relief or excitement when their package arrives, that positive emotion rarely reaches the person delivering it. In our fast-paced society, the human connection at the door has become a fleeting, functional transaction. However, people do have a lot of hidden gratitude; they just need a low-friction way to express it. By collecting and amplifying real customer compliments, we triggered a chain reaction of kindness that resonated both online and at the front door.

Campaign idea

We flipped the script by putting the delivery driver at the heart of the story through social-native content. Instead of a corporate message, we captured real human emotions: from surprising sorters with customer compliments over the depot intercom to filming genuine reactions at the front door. To move the appreciation from the screen to the street, we also created a toolkit with downloadable posters. This allowed customers to leave a personal message on their own door, turning a digital “thank you” into a visible moment of recognition for every deliverer.

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