The art of unboxing
11 Dec 2019
noun: unboxing; plural noun: unboxings; noun: un-boxing; plural noun: un-boxings
1. an act or instance of removing a newly purchased product from its packaging and examining its features, typically when filmed and shared on a social media site.
So, that’s the dictionary definition of unboxing but how does that impact on you and your customers and the end user, especially when it’s a consumer.
The first ‘unboxing’ experience was reputed to be in 2006 and since then, with the unprecedented growth of social media platforms, unboxing videos across all sectors have flourished with some channels potentially making millions from them.
So, whilst its roots lie in the fashion and gadget world, more and more businesses are waking up to the potential a positive ‘unboxing experience’ can have on brand awareness, brand engagement and raising profiles across those all important social media platforms.
One business, launched just a little over a year ago, has built an entire business, brand and global following through a positive unboxing experience and even, though people know that the package will have their order tucked away inside, the pleasure of receiving a package from Navy Professional is a true delight.
Eye catching outer and inner packaging has been chosen, a small gift is included with each package, a signature fragrance customer made for the brand emanates from the box and; fiercely proud of its Yorkshire roots; an individually wrapped Yorkshire Tea teabag is included in each and every parcel. Hugely effective and posted about on social media from Leeds to Los Angeles; it’s simple and it’s working.
Taking these principles and applying them to your own packaging solution could deliver significant impact on your brand. And it would be foolish to think that this phenomenon is purely consumer driven. You may be supplying your components to a manufacturer but taking the opportunity to reinforce your brand, highlight the pride and quality of your product and illicit comment will all encourage repeat business, brand loyalty and great PR – after all word of mouth is one of the most powerful tools in your marketing toolbox.
“Unboxing is a term that has diversified over time and is used across all industries and refers to the opening of any product now, be that in a consumer or corporate environment,” said Emma Beer Marketing Manager Logson Group. “Visual appeal has always been important to packaging, but the growth of e-commerce and social media has brought another dimension to the packaging experience. Our expertise in this area allows to create some eye catching, individual solutions for our customers and to capitalise on the unboxing phenomenon in new and interesting ways that may not make it to social media, but will undoubtedly make an impact on those receiving and opening the packaging.”
Further information about Navy Professional can be found by visiting https://www.navyprofessional.com/