PostNL x Enzo Knol
Listen and Learn. How you turn complaints into compliments.
PostNL used to be a magnet for social media complaints. Especially from younger audiences who could post faster than the brand could reply. But instead of hiding, PostNL started listening. Really listening.
3.000.000
+15%
+40%
What’s brave?
This is PR stripped to its core: listening, reacting fast, and earning love when it matters most. While others hide behind plans and protocols, PostNL showed that credibility doesn’t come from control, it comes from conversation.
Social listening
Through social listening, the brand spotted issues early, turned reactions into relationships, and complaints into conversations. Like when influencer Enzo Knol accidentally locked a PostNL courier in his garden. Within hours, PostNL responded, and even got Enzo to spend a day as a delivery guy.
No scripts. No campaigns.
Just human connection.
The community team picked up the story in real time and teamed up with Enzo Knol to own it with humor, honesty, and a touch of self-irony.
The result?
A potential crisis turned into a cultural moment. Proof that in PR, it’s not about perfection, it’s about how you listen, and in the case of PostNL: how you deliver.
A story that not only resonated with the public, but also earned Gold in the Social Media category at the Dutch PR Awards.
“This demonstrates what modern PR is all about: listening, reacting instantly, and responding with credibility. What started as a simple complaint turned into a human moment that visibly shifted sentiment. True craftsmanship in tone, timing, and social listening. Impressive how such a large organization acted with both courage and a personal touch, and immediately amplified it through PR. Teamwork, impact, and results. Awarded with gold!”
Jury / Dutch PR Awards
Brave made:
Concept
Execution
Social Media
This work is B.O.S.S.
Bold | Outspoken | Smart | Stylish
In case of disaster.
