Improving brand awareness and trust with Parcel Monkey
Parcel Monkey
Parcel Monkey is a parcel delivery business. They hired me to improve metrics across their brand tracking.
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I conducted primary research (quant and qual) and found out that there was a lack of brand recognition in the market and ongoing issues of trust.
Parcel delivery users didn’t recognise this brand and were generally wary of parcel delivery services, a category with a sketchy reputation.
Parcel Monkey had a mascot which was distinctive and the strategy I developed kept the monkey at the heart of brand and UX development whilst extending the number of characters, situations and messages to suit different customer profiles.
One of my key initiatives to boost brand reputation was a tree planting programme, in partnership with Ecology. Over the last few years, Parcel Monkey has planted half a million trees to the delight of customers.
I hired an ad agency to create an animated 30” TV ad to explain the core concept and deliver core messages around trust and reliability, including the tree planting initiative. Watch the ad here, which aired on Sky, streaming platforms and YouTube.
Using the existing brand equity, we developed related characters to match customer profiles and found the ideal initiative to support: planting trees for monkeys to climb and offset carbon from deliveries.
What people said
Parcel Monkey CEO
This campaign has helped increase our awareness at a crucial time, resulting in increased sales
Parcel Monkey Product manager
I have never seen so many positive customer comments.
Parcel Monkey customer
Planting trees, what a great thing to do.