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Unboxing: Your Next Marketing Tool

Updated: Jul 16


 

unboxing, megan thee stallion, marketing, amazon
Megan Thee Stallion, The "Unboxer" for Amazon's Prime Day 2024

This is a real thing??

              Yes- “unboxing” is an actual word and thing- at least according to Wikipedia. It started back in the early days of the internet (early 2000’s) with people uploading videos of themselves #unboxing #tech gear and gadgets. It was originally intended to explain to tech newcomers how the gear worked, some features of it, and what all came with the product. But the concept of opening a product on camera to share with an #audience caught on quickly and people from all over the internet started using it.

               Now you can see these videos any day of the week with an item from any product category all over #TikTok, #YouTube, and #Instagram. Because those platforms’ primary feature is video communication, it’s the most common place to find them. However, #Facebook #reels have some too.

Most recent notable marketing uses of unboxing:

·       In 2020 during the #pandemic, #BarstoolSports’ Founder #DavePortnoy began going live while unboxing companies’ products that they had mailed to him in hopes of boosting their #socialtraffic and ultimately #sales. And it worked- big time! He opened hundreds of products live on his #social channels. It gave #smallbusinesses surges in sales when they needed it most.

·       You can hear self-made billionaire and Founder of toymaker MGA Entertainment Isaac Larian talk about how he incorporated unboxing into his flagship product: #LOLSurprise Dolls on #NPR’s “How I Built This” podcast (https://podcasts.apple.com/us/podcast/how-i-built-this-with-guy-raz/id1150510297?i=1000649423864). He even believes the concept gave their product an edge when they were competing for #marketshare with #Barbie maker #Mattel. LOL Surprise alone raked in almost 20 billion in sales from 2018-2020.

·       #Amazon tapped #MeganTheeStallion to be featured in their 2024 #PrimeDay ads. She's labeled "the unboxer" as she can be seen pulling out all the tissue paper and her favorite things she’s ordered as she sings, “it’s priiiiimmmme daaaayyyyy.” (https://youtu.be/S3uJ2b2bkYo?si=rfodoXcjKST4wpD5)

So why has this become a go-to #strategy for #marketers? Is it about the box? Possibly. Is it the decorative tissue paper and pretty packaging that people love? Maybe. There are companies that even specialize in the unboxing materials like Packola (www.packola.com). But if you’ve watched one of these videos, you’ll find that they’re #educational, descriptive, and offer an air of mystery during the unveiling of the product and accessories. It becomes captivating if it is done correctly.

How can you incorporate this into your #marketingstrategy?

Here’s a few examples of ways you can use unboxing in your #business:

·       Send a sample of the product to #prospectiveclients or distributors. Products have the advantage of being tangible. Using unboxing can intrigue people and make them curious about what is different about your product. This will give them a chance to touch your product. What if you sell a service instead? Send them something personalized that gets their attention. Pick your words right too. If nothing else, you will stand out from others, and they will remember your name!

·       If you #lease #apartments, this concept is perfect for your welcome kit. Don’t just put their pool passes in there, add an element of surprise. Maybe a gift card to the coffee shop across the street or a decorative welcome sign for their door.

·       Use it as a “congratulations” gift. If you design kitchens, maybe a fun mug with a bag of coffee beans and tea bags can be unboxed by the client once the kitchen is complete.

·       Just like LOL Surprise did- you can find packaging to give your direct consumers the experience of unboxing in their own home. If you sell a premium product, this might be a good option. Before you commit to this- buy yourself one of the LOL Surprise dolls to understand how they designed it.

·       If you sell a #food product, an unboxing filmed for social by yourself or even a customer could be publicity gold. Having the customer describe the taste live can really have an impact on sales. Don’t forget to put your link to order in your post!

·       If you provide a service like cleaning and #women are your main clients, find a gift like a compact mirror or a Christmas ornament as a #gift to be unboxed. If you use "green" products, unbox the products you use in a social video and explain why you recommend them over others.

·       Lastly, take a video of you or your staff unboxing your product or things that go well with your product. If you’re a #virtualassistant selling a service, go through all the tools you use to make your services customized for the client. Remember educating people is at the core of unboxing.

 

Tips to make unboxing successful…

·       Take the opportunity to brand your packaging with attractiveness in mind. The packaging is just as important as what’s inside. Customize it for who and how often they are opening the package.

·       Make the packaging easy to open. People value time and convenience above all right now. Don’t complicate the process.

·       Hire a professional. Incorporating an #influencer into this strategy can increase the #actualreach if this is a video for social media. They don’t need to have millions of followers. It’s about finding the right fit. Finding a #microinfluencer in a certain physical footprint or specific genre (ie a mom who is a fitness influencer in North Jersey) who has followers that would be potential buyers of your product or service is the goal.

·       Do your homework. Watch a few dozen unboxing videos and pick your favorite things about them. Incorporate those little things into yours video or experience.

·       If you are giving a #congratulations gift or making this part of your packaging- invite them to send you an “unboxing” video of their own. Share this on your social.

·       Get #reviews with people describing their unboxing experience. Putting your QR code for reviews may even be appropriate in some cases.

·       If you’re shooting a video for educational purposes, write out the script so you don’t miss any important selling points.

·       Once the video is shot, the right distribution strategy needs to be in place to maximize your actual reach/ views of the video. Keep in mind the platforms you are putting it on, the day and timing of the release, and the copy (caption) and #hashtags you are using for the post. Give people a heads up about the video release so they can like, comment, and #shareit.

Unboxing has been going on for decades- just maybe not on video or with the intent to distribute it on #socialmedia. However, this is exactly what women have been doing at wedding and baby showers since they started. They open fancy boxes and bags to show off their gorgeous or adorable gifts to everyone in attendance. Everyone there secretly notes what they want to buy for themselves. #



Hallmark has been raking in millions off the sale of themed wrapping paper, special boxes, tissue paper in every color, and bows to match every occasion. Companies just stole the idea and put the event in front of a camera.


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