PR packages have been increasing in popularity as a marketing tool for brands to gain exposure and engagement. With 28% of buyers getting exposed to new brands through social media influencers, word-of-mouth marketing has been an effective tool in continuing to grow a customer base.
PR packages can be an effective tool to amplify your brand’s online presence, grow a community, and therefore drive sales. PR packages often involve an influencer sharing their unboxing experience of your products. However, with the increasing number of companies creating PR packages, it is crucial for brands to find design PR packaging that will stand out. Here are a couple of trends that surface when it comes to successful PR packages.
Design with Aesthetics in Mind
When it comes to your PR package, it's all about the presentation. The unboxing experience allows you to make a strong first impression not only on the influence of unboxing your PR package but also on the audience watching. Thus, it is important to consider details such as the placement of your products, and the print on your box. Mailer boxes are fully customizable packaging solutions that are perfect for PR packages. With their protective ability, you can use the box as the shipping container and fully customize the box with your desired designs.
To accompany this, tissue paper, custom box inserts or box dividers can help to provide your products with additional protection while contributing to the visual appeal of your PR package. As a protective layer, custom tissue paper is a great way to add additional branding and ensure your products do not get scuffed. Rhode uses tissue to cushion and protect this lip balm-holding phone case they gifted. The subtle branding detail on the tissue is minimal and elegant aligning with the brand’s typically minimal aesthetic.
Custom box inserts and box dividers are commonly used in PR packages for their ability to organize products in a decorative manner. Brands tend to additionally leverage their ability to be fully customized to add more branding designs or support information for their products. The additional attention to detail shows your customers the level of care you have and place into your products. Custom box inserts and dividers are an easy and approachable tool that can truly help you bring your PR packaging to the next level! Rare Beauty uses custom inserts with cloth to add an additional level of luxury to their PR package. Upon opening the package, you’re immediately given the impression of comfort which gets translated into their products.
Themed for Celebrations
Many companies send PR packages to influencers for a variety of celebrations such as cultural holidays. These PR packages often act as gifts and can show others your intention to build a community through the celebration of festivities that are important to your company. It can help you build a community of consumers who feel that their identity is well-aligned with your brand. For example, Dior sent out a PR package for China’s Mid-Autumn Festival. As the sharing of mooncakes often signifies camaraderie and family, Dior’s PR package can help customers feel as though they are a valued customer, almost like family!
Collaborations with Others
Collaboration can be a great way to tap into a wider audience and create noise around your brand. Collaborations between brands are often associated with limited edition products which can often be more sought out due to their limited nature. Additionally, they can allow you to reach consumers who may otherwise be unlikely to see your product.
Beats collaborated with Kim Kardashian to create these stunning earphones. Their PR package channels both brands’ aesthetics with neutral-colored and minimal packaging. Featuring three different colorways that are often seen in Kim’s products, the PR package brings Kim Kardashian fans to explore Beats earphones.
Engineer An Interactive Experience
Interactive experiences can introduce playfulness to the unboxing experience. The interactive nature of your packaging can add to the wow factor of the unboxing, helping it to attract more consumers to your brand. Whether it be a paper structure that pops up or additional elements that influencers can fiddle with, creating interactive experiences allows your PR packaging to stand out as it becomes more than just another box.
This PR package by Blackline provides smore ingredients and is packaged with a pop-up campfire. The unique unboxing captures the attention of a wider audience and may leave them curious about Blackline and their services. The familiarity of the campfire and smore activity allows the brand to give off a warm impression leading you to associate the brand with a comforting feeling.
Find Accessories to Compliment Your Products
In order to create an entire experience for influencers unboxing PR packages, brands have turned to including complimentary products. From creating branded merchandise add-ons to including other brand products within, it’s all about making a fun experience for the influencers beyond your products. With this, the possibilities are endless. For example, Murad Skincare included a cute cap along with their sunscreen to promote the need for sun protection.
Another great example is Laneige’s hydration and hibernation-themed PR package which includes a beanie and a fuzzy pair of slippers. The accompanying accessories truly help you build out a full experience for your influencers, showing attention to detail and care for your brand’s community.
Closing Thoughts
When it comes to PR packages, the key is to create a unique experience that will capture the attention of influencers and their followers. Whether it be through beautiful packaging, interactive experiences, attention to detail, celebrating important moments, or joining communities, ultimately PR packages illustrate the care placed upon your community.
By invoking the feeling of care and love to your community, it can lead them to share more positive content regarding your brand, allowing you to not only reach a wider audience but also build a positive brand image. If you’re not sure where to start, adding custom box inserts and dividers can drastically change the visual appeal of your PR package. Explore custom box inserts or get a sample of our box inserts here.