In the realm of digital marketing, unboxing marketing has emerged as a powerful strategy for brands that wish to engage with their audiences on a deeper level. Unboxing experiences captured on video not only showcase the product, they also use consumer goods packaging in creative ways to create memorable experiences that drive brand loyalty and increase sales.
In this blog post, we will define the concept of unboxing marketing, describe the consumer psychology behind it and explore the most effective materials to use when creating a luxury unboxing experience for consumer packaged goods (CPG) and other products.
What is unboxing marketing?
Unboxing marketing is a strategy closely related to consumer packaged goods packaging. Sometimes referred to as unboxing influencer marketing, it utilizes custom packaging materials that are specifically designed to create a memorable “unwrapping” experience for the consumer — something worthy of being shared in a video on social media.
An unboxing marketing strategy goes far beyond the mere functionality of ordinary branded packaging. Instead, the focus is on aesthetics, personalization and the overall sensory experience created when the custom packaging is opened.
A luxury unboxing experience is particularly important in the context of e-commerce, where it often serves as the only physical interaction a customer has with a brand. By enhancing this tactile touchpoint, brands can differentiate themselves from competitors, foster emotional connections with customers, and drive word-of-mouth marketing through social media and other channels.
What is the psychology of unboxing?
The success of unboxing marketing can be attributed to several psychological principles that influence consumer behavior. Simply put, it’s all about the consumer experience.
Anticipation and Excitement
The act of unboxing taps into the human tendency to feel excitement and anticipation when receiving a new product. This emotional response is heightened when the custom packaging elements are visually appealing and cleverly designed.
Sensory Engagement
Engaging multiple senses during the unboxing process can create a more immersive and memorable experience. This can include the visual appeal of the custom packaging, the tactile feel of the packaging materials used, fragrances that target the consumer’s sense of smell, and even the sound of opening the box.
Surprise and Delight
Including unexpected elements — such as personalized notes, free samples or unique packaging designs — can evoke feelings of surprise and delight. These positive emotions further enhance customer satisfaction and increase the likelihood of repeat purchases.
Social Sharing
The rise of social media has amplified the impact of luxury unboxing experiences. Consumers often share their unboxing moments on platforms like YouTube, Instagram and TikTok, generating organic content and word-of-mouth marketing for the brand.
Is unboxing still popular?
Unboxing marketing first gained popularity in the mid-2000s as tech enthusiasts showed off their newest purchases while they unwrapped them. This niche hobby became a global phenomenon across multiple industries. Beauty, fashion and lifestyle brands soon picked up on the trend and started to use luxury unboxing videos to engage with their target audiences.
Now 20 years later, unboxing marketing is a strategy unto itself. Consider the following findings from MNTN Research:
- Social media users say unboxing marketing videos are the fourth most influential content type when they consider purchase decisions.
- More than 90,000 people search for unboxing videos on YouTube each month.
- At last count, 60 million YouTube viewership hours had been devoted to watching unboxing marketing videos.
What are the best packaging materials for unboxing?
Custom packaging plays a pivotal role in unboxing videos. It is the first physical interaction a customer has with the product and sets the tone for the entire experience. Well-designed custom packaging solutions can create a sense of anticipation and excitement, making the unboxing process more enjoyable and shareable.
Here are some of the consumer packaged goods packaging materials commonly used for unboxing video marketing strategies.
Folded Carton Packaging
Folding cartons are lightweight and can be easily printed with vibrant colors and intricate designs. They are made from paperboard and are often used for packaging smaller items. The versatility of folding cartons allows for creative designs that can enhance the luxury unboxing experience.
- Advantages: Lightweight, cost-effective, highly customizable
- Best For: Cosmetics, food products, small consumer goods
Flexible Package Solutions
Flexible packaging commonly refers to flexible pouches and wrappers made from packaging films like PET and METPET. Flexible package solutions are lightweight and can be designed to fit the product perfectly. Flexible packaging is also ideal for products that require a child-resistant (CR) closure [LINK TO NEW BLOG POST COMING SOON] or need to be protected from moisture and air.
- Advantages: Lightweight, moisture and air barrier properties, CR options
- Best For: Snacks, pet food, personal care products
Custom-Printed Wrappings
Innovative printed materials can add a touch of elegance and anticipation to the unboxing experience. These commercial print items can be branded with the company's logo or designed with unique patterns to create a cohesive look. For example, printed tissue paper can be used to protect delicate items and add an element of surprise as the customer unwraps the product.
- Advantages: Adds elegance, customizable, provides protection
- Best For: Clothing, accessories, gift items
Lenticular Printing
Lenticular printing is a special type of technology that has powerful applications in unboxing influencer marketing. With lenticular printing, a special process creates a sense of depth, motion or change when the printed piece is viewed from different angles. Visual effects ranging from zooms and morphs to animation and 3D are all possible with lenticular printing and may be applied to the outside of a box or to inserts that delight the consumer during the unboxing experience.
- Advantages: Grabs attention, drives deeper engagement, memorable
- Best For: Media packaging solutions for video games, CDs and vinyl LPs
Labels and Stickers
Pressure-sensitive labels and stickers are small but impactful elements that can enhance the unboxing experience. They can be used to secure tissue paper, close boxes or add a branded touch to the packaging. Custom stickers and seals can also be used to convey important information, such as a thank-you message or instructions for product use.
- Advantages: Adds a branded touch, customizable, versatile
- Best For: Any product, especially those with multiple packaging layers
Environmentally Conscious Packaging
With the growing emphasis on sustainability, environmentally responsible packaging materials have become increasingly popular. These include recycled and recyclable non-plastic packaging materials. Using consumer goods packaging that minimizes landfill waste and carbon footprint appeals to eco-conscious consumers and enhances the brand's image.
- Advantages: Environmentally friendly, appeals to eco-conscious consumers, can be customized
- Best For: Organic products, eco-friendly brands, any product aiming for a more sustainable image
Taylor: Custom Packaging for Unboxing Marketing
Taylor is a leading provider of packaging and labeling solutions for many of the most prominent brands in retail and consumer packaged goods. Our expertise with custom packaging extends to all of the examples provided above including folding cartons, flexible package solutions, lenticular printing, media packaging solutions and labeling of all types.
When you work with Taylor, the diverse capabilities needed to support your unboxing marketing strategy are available in a single partner — from materials science and agency compliance to supply chain management and a vast nationwide production footprint.
Ready to apply the many benefits of unboxing to your business? Contact your Taylor representative to learn more about our expertise with unboxing influencer marketing.
