#parcellab

Calling Out the Competition: Taking out Narvar (our competitor) with a bold Ripout Campaign

🎯 Challenge

ParcelLab’s competitor Narvar often positioned themselves as the default option in post-purchase communications. We needed a way to clearly differentiate our approach, highlight weaknesses in Narvar’s model, and show why parcelLab offers a smarter alternative. Traditional comparison content (blogs, PDFs) felt static and rarely gained traction.

⚙️ What I Did

Launched a bold video campaign leveraging our founder’s and CTO’s profiles

Scripted and recorded direct, no-fluff videos that pointed out what Narvar gets wrong — and how parcelLab does it better

Positioned the content in a clear “rip and replace” narrative that felt fresh, engaging, and provocative on LinkedIn

Optimized for social sharing by keeping the tone confident, human, and thought-leader-driven

💥 Results

📈 4,000+ impressions on LinkedIn (well above average campaign reach)

📣 30x increase in engagement and 15x boost in reach compared to baseline founder posts

🧠 Successfully positioned parcelLab as a confident challenger brand with a differentiated voice

🔄 Created a repeatable playbook for executive-led competitive storytelling

Flipping the Script on Testimonials: Rethinking Customer Testimonials for Maximum Reach

🎯 Challenge We struggled to get customers to record testimonials — and when they did, the videos often fell flat. Posts tagging the company first rarely generated engagement or reposts from clients. We needed a way to make testimonials more personal, credible, and share-worthy.

⚙️ What I Did

Redesigned our testimonial format around thought-leadership questions, giving clients the chance to shine as experts — not just customers

Changed tagging strategy: highlighted the individual first (name, role, company) rather than tagging the company as the main focus

Edited and packaged videos for easy resharing on LinkedIn, spotlighting client expertise while subtly reinforcing parcelLab’s value

Built testimonial content into a larger brand storytelling arc, spreading reach through employee advocacy and cross-channel promotion

💥 Results

📹 Significant increase in reposts and shares from clients (a first for parcelLab’s testimonial content)

📊 +20% more impressions on testimonial videos compared to previous formats

🌟 Strengthened client relationships by positioning them as thought leaders in their own industries

📣 Boosted parcelLab’s brand awareness and credibility through authentic, client-led storytelling