If you’re on social media, you’re likely familiar with unboxing videos.
From kids unwrapping toys to influencers opening subscription boxes, these videos have become a phenomenon. According to Google, the amount of time people have spent watching unboxing videos just on their phones is the equivalent of watching the movie Love Actually more than 20 million times.
Here’s why you should prioritize the unboxing experience for your brand.
A well-crafted custom packaging design can elevate your package from a mere item to a full-sensory experience.
Well-designed packaging gets your brand noticed, helps tells your story, and prompts engagement with your brand before and after the unboxing experience. Taking care to create an actual unboxing experience that engages your customer from beginning to end can leave them with a feeling of joy, which they will associate with your brand.
Seven tips for creating the ultimate unboxing experience.
1. Brand your box.
We all want to make a great first impression with our customers. Start off on the right foot by branding the outside of your box. Create anticipation and drive excitement about what awaits inside by using creative, branded graphics on your custom packaging.
2. Make it easy to open.
This sounds obvious but is often overlooked. Go with easy-open, mail-ready boxes for a stress-free opening experience—no one wants to deal with cutting through layers of packaging tape.
3. Use the right packaging materials.
The art of unboxing is all about the presentation. Using fillers such as corrugated dividers, foam inserts, paper sleeves, and tissue paper are great ways to add visual interest and separate or call attention to the items in your kit. But be mindful of your material choices—if sustainability is among your brand pillars, be sure to select eco-friendly packaging materials.
4. Use clever product presentation.
Create a cohesive color palette and repeat—from the outside of the box, on individual product packaging, and wrapping—to create a strong brand statement. Use custom inserts to elevate or showcase premium items and to protect fragile products.
5. Make it personal.
Including a handwritten note in your package adds a unique and memorable touch. While you may not be able to write a personal message to each customer, consider adding a special message to thank customers for their business or share with them how their purchase is making a more significant social impact.
6. Include a special bonus.
It can be as simple as a 15% coupon code or a free button or sticker.
7. Encourage sharing.
Again, unboxing videos are social media gold: On Instagram, #unboxing hashtags totaled more than 2 million tags at last check. You can get people to share their unboxing experience by simply sharing a unique program or brand hashtag.
Unboxing: It’s not just for e-commerce deliveries.
Well-thought-out custom packaging design and kitting is a tangible way to make a connection with your customers and stakeholders. I’ve helped customers create unboxing experiences to engage their employees, thank donors, and rally supporters.
Here’s an example of how we created a custom gift box experience for the Greater Cleveland Sports Commission that highlighted program sponsors—and their products—for the 2021 Greater Cleveland Sports Awards virtual event.
If you’re interested in learning more about putting unboxing experiences to work for your brand, connect with me at jbanks@shamrockcompanies.net.
