Influencer marketing has revolutionised the way brands connect with their audience. With consumers increasingly turning to social media for product reviews and recommendations, influencers have become pivotal in shaping brand perception. This consumer shift has given rise to the use of PR packages sent to influencers and the popular trend of ‘unboxing’. Well-thought-out, creative and unique PR packages generate excellent organic content that is mutually beneficial for both the brand and the influencer.
A staggering 92% of consumers now trust user-generated content (UGC) more than traditional adverts, making PR packages an authentic way for influencers to showcase your products. According to Adweek, 85% of consumers consider user-generated content more influential than brand-created content because it feels more authentic and trustworthy. This highlights the exceptional value of UGC generated through PR packages.
This approach isn’t just about free gifts; it’s about leveraging personal connections, storytelling, and the influential reach of social media to grow visibility and trust in the brand. Understanding the psychology behind these strategies—like the power of social proof, the allure of novelty and surprise, and the impact of reciprocity—can take your campaigns even further.
Done right, PR packages can boost a brand’s presence while driving meaningful customer engagement.
What is a PR Package?
A PR package, also known as an influencer package, PR box, PR kit, or influencer merch, is a collection of products, information and branded merchandise sent out to customers, potential customers and social media influencers.
These PR packages are designed to create a memorable brand experience that encourages recipients to share their unboxing or product experience with their followers, generating organic reach and boosting brand awareness.
Why send PR packages?
PR packages are a strategic way to boost your brand visibility. They allow businesses to showcase their products to influencers who can amplify their message to wider audiences. PR packages build trust, drive social media engagement, and foster long-term relationships by offering a personal look at your brand through the eyes of a third party.
5 Key Reasons to Send PR Packages
1. PR Packages for Product Launches
PR packages centred around your new product can create excitement and intrigue. Timing your PR packages around the release date is crucial for this type of campaign to achieve maximum impact.
Example: Tarte Cosmetics
Many beauty brands use PR packages for product launches to create a hype around a new product. For example, to advertise the launch of their new concealer, Tarte Cosmetics sent out PR packages to influencers that included not only their product but also an iPad pro. The reason for the iPad was that it contained a custom USB stick with a personalised self-care guide. The surprise of such a high-ticket item caught influencers off guard, prompting them to run to their socials to share the experience with their followers.
This strategy amassed millions of organic views—from influencers sharing their unboxing experience and others joining the conversation about the impressive PR package. The buzz extended beyond the influencers’ initial posts, creating a ripple effect of interest and engagement that maximised the product’s reach and generated excitement across social media platforms.
2. PR Packages to Advertise a Rebrand
PR packages are a powerful tool for advertising a brand’s new identity. They enable brands to show off their new look to a broad audience, and if done well, PR packages for a rebrand can reach a broad audience very quickly. This reach will also generate feedback from the reactions of influencers and their followers, which you can use to your advantage.
Example: Poppi
Poppi, formally known as Mother Beverage, is a notable example of using PR packages to advertise its rebrand. Poppi used PR packages to engage with a Gen Z audience through social media and influencer partnerships. Their most popular PR package included an inflatable drinks cooler filled with their product and branded clothing items. This creative approach created a significant buzz around the brand on social media, with the recipients largely sharing their unboxing experience. Poppi has nailed rebranding for its target audience.
‘Poppi knows how to pr’
3. PR Packages for New Collaborations
Collaborations often result in limited edition items, ideal for showcasing using PR packages sent out to influencers. These PR packages then create a strong sense of fear of missing out (FOMO) among potential buyers. This psychological trigger is a powerful motivator that urges people to purchase a particular product.
Example: Oreo & Lady Gaga
An example of a PR package to showcase a new collaboration is Oreo & Lady Gaga. For the release of her sixth album, Lady Gaga partnered with Oreo, who created a line of limited-edition pink and green cookies. The packages included the limited edition oreos, branded glassware and Lady Gaga merchandise. These PR packages were strategically timed to generate excitement over this new collab. Just one of these PR unboxing videos got whopping 4.4 million views on TikTok alone.
4. Sending PR Packages for Brand Visibility
Sometimes, your brand needs a boost to stay at the forefront of people’s minds. One effective way to achieve this is by sending out awesome PR packages that people will love and feel eager to share with their followers. You don’t always need a new product, collaboration, or other special reason; sometimes, simply sending PR packages of your tried-and-tested products that influencers adore can make a significant impact.
Example: Vasaline
A superb example of using PR packages for brand visibility is Vaseline. This beloved product has been around since 1870, yet Vaseline stays relevant by sending out creative PR packages that generate exceptional organic reach. For instance, influencer @emilylulamay shared an unboxing video featuring a Vaseline PR package adorned with rhinestone-bejewelled products. This single video has already amassed a massive 10 million views—and the number keeps growing!
‘Wait this pr package is insane’
‘The things I’d do for rhinestoned Vaseline 😭😫’
5. Utilising PR Packages to Say Thank You & Strengthen Brand Connections
Well-crafted PR packages are a fantastic way to say ‘thank you’ to creators who consistently promote your brand, even without being paid. Sending a thoughtful package shows your appreciation and encourages them to keep using and sharing your products. When you send a PR package to influencers who already love your brand, it’s almost guaranteed they’ll post about it on their socials, giving your brand even more visibility.
Example: Diet Coke
TikToker Audrey Trullinger, a self-confessed Diet Coke lover, received what she called ‘the greatest PR package of all time’ from Diet Coke. The package included Diet Coke-themed gifts and personalised branded merchandise perfectly tailored to her love for the brand. This bespoke PR Package was a unique way for Diet Coke to say thank you—too good not to be shared on social media. By going the extra mile to spread joy, Diet Coke boosted brand connection through thoughtful reciprocity.
Top Branded Merchandise to Include in PR Packages
PR packages, alongside your main products, often include branded merchandise. These items not only ensure maximum exposure for your brand but also add a special touch to your PR packages. Here are the top branded merchandise ideas to consider for your next PR package:
Ready to wow influencers and boost your brand reach? Contact us now to create bespoke, meaningful, branded merchandise for your PR packages that leave a lasting impression.
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