Sharing their experiences creating influencer packaging of all shapes and sizes, Zenpack Brand Strategist Nate Jiang sat down with Zenpack Co-founder & Director of Design Leo Chao in our first webinar.
After the video, have a look at our webinar summary for a quick influencer packaging guide.
What Is Influencer Packaging?
- Specially curated public relations kits used to drive the promotion of new products or services.
- Tailor the experience of a box to your influencers and to their audiences.
3 Important Factors for Influencer Packaging
- The Goal (What is the experience you’re trying to achieve?)
- Personal Touches
- Safe Shipping (Consider assembly, protection of the product and cost.)
Development Process
- Define a goal.
- Decide how to measure success.
- Design an interesting, unique experience.
- The box can be interactive or include a gift for the influencer to create content.
- Determine a budget.
- Decide how many influencers to reach out to and how expensive each box will be.
- Find a good packaging partner.
- Work with someone who can produce solid packaging and branding through graphic design.
Overall Timeline
- Clients come into the program with a fully developed idea or start from scratch.
- Production of an influencer box takes 4-6 weeks, or up to 8 weeks for something more customized or ambitious.
- Concept & assembly: 2-3 weeks
- Production: 2-3 weeks
- Custom elements, such as aesthetic or functional details or special swag: 2 weeks
Cost
- Cost varies widely, but initial costs start at $5,000.
- Look to spend around $25-50 per box.
Measuring Success
- Success depends on the initial goal.
- For example, if your goal was to reach a certain number of people, track the number of followers to gauge the value of your investment.
Future Trends in Influencer Packaging
- May include more augmented reality/virtual reality experiences.
Miscellaneous
- Laws for shipping alcohol vary state by state and depending on the courier you use, but it is not impossible.
- There is no order minimum.
- Some brands choose to only create a handful of boxes that are sent to celebrities with more reach.
- Although customers won’t receive the same packaging that influencers are showing them, think of how to translate interesting aspects of your influencer box into the customer product.
- The biggest mistakes are not leaving enough time for production and not knowing what goes in the box.
Takeaway
- Influencer programs often begin rapidly, but it is essential to determine the goal and the concept or message you are trying to communicate.
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