One less thing to worry about
Strategic pitch developed at Dentsu Creative.
The Brief
A major delivery platform needed more people to know about its pick-up and drop-off service. It was genuinely useful, but most users either hadn’t heard of it or didn’t think to use it.
The ask was simple:
Craft a brand story and social strategy that made the service feel like something you’d turn to.
My Role: talking to users, finding consumer insights, analyzing competitors, spotting category gaps, and defining how the service could stand out by feeling more human and relevant.
The Insight
1
Most people didn’t know the service existed, or only used it when other options failed.
2
Those who had used it trusted it more than the competition, mostly for how smooth and dependable it felt.
3
The issue wasn’t the product. It was visibility.
4
In a category where habits weren’t fixed yet, we had a shot at becoming the go-to by making things simpler, not just faster.
The Strategy
We focused on the idea that when you need to send or receive something, you don’t want to overthink it. You just want it done.
The strategy leaned into that feeling:
“With this app, you don’t have to think twice.”
We wanted to show how the service helped people skip the stress of comparing apps or second-guessing delivery. Whether it was a forgotten gift, exam notes, or snacks for a party, this one app had your back.
Content Approach
We designed the content strategy around four human-centered themes:
Everyday Mistakes: Solving last-minute scrambles like forgotten keys or misplaced study notes.
Joyful Moments: Enabling spontaneous fun by sending treats or missing game-night gear.
Self-Care Wins: Helping people outsource errands and focus on themselves.
Cultural & Personal Celebrations: Keeping both big and small moments (birthdays, festivals, personal rituals) stress-free and connected.
By building a narrative grounded in empathy, not just efficiency, we positioned the service as more than a delivery option, it became the helping hand you didn’t have to second guess.