A social media hiatus became the best way to implicitly showcase the message. Mo Salah was to deactivate his social media accounts across platforms for 48 hours, through a cryptic tweet, building further anticipation as to the meaning behind his subsequent disappearance. The idea was to spark a conversation, and for DHL to lead the narrative. DHL announced their ability to connect Salah to the people in search of him. Engagers were directed to a microsite “dhlconnectsyou.com” promising 50 fans the chance to send packages to the footballer in celebration of 50 years. His social media comeback was accompanied by a film telling the story of how DHL helped 5 REAL fans connect to him. The essence of the campaign was simple, in a world where social media has become the only way to connect to one another, DHL can only connect you in a real human way.

In two weeks alone, 1061 submissions were uploaded on the microsite, which had witnessed a page traffic of 76,355 views.

The campaign amassed over 2 billion organic MENA media impressions, over 6 million views, 90 million impressions, a reach of 31 million and over 1 million additional views on Mo’s page alone.

The campaign won a Gold Lynx in 2019 for PR.