Want to get micro-influencers posting about your products? That means making your brand's PR boxes stand out. Below are six PR package ideas that can help.
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Looking for an out-of-the-box way to build buzz and earn more social exposure for your brand?
Trust us: sending PR packages to influencers can do the trick.
Done right, PR boxes create a flood of reviews and user-generated content to promote.
The more effort your put into your packages, the likelier you are to earn glowing reviews. Not to mention awesome posts from creators.
What does it take to put together an influencer package worth posting about, though? From picking products to creating a unique unboxing experience, there’s a lot to consider.
That’s why we created this list of PR package ideas to help you earn the best posts possible.
Inspiring influencers to post about your PR package means sending the right products.
Ask yourself: what gifts would delight you enough to snap a pic and post about a brand?
Think about how you can create the same experience for your audience. Curate products relevant to your recipients. Hint: don’t ship random inventory you’re trying to get rid of.
Thing is, you also need to be smart about what you send. Shipping a 10-pound box of swag or hundreds of dollars worth of gifted products is risky. Needlessly expensive, too.
When picking products, make sure that they’re…
Check out this example from PIXI that ticks all of the boxes above:
Source: @mikaellla_mua
Colorful packaging that’s ‘gram-worthy? Check.
A product combo that’s valuable to the creator? Double-check.
Packaging that’s compact and easy to ship? Yep, that too!
When it comes to PR package ideas, brainstorming product bundles is a must-do.That’s because bundles invite people to test-drive more products and up the value of your gift.
Again, your products really need to pop if you want to earn creator posts on social media.
Consider how much influencers love to create unboxing videos and Stories. Heck, the #unboxing hashtag on TikTok has 49+ billion (yes, billion). Needless to say, consumers love to watch unboxing content.
For creators, much of the allure of PR packages is the unboxing process. The experience should be fun, memorable and worth posting about. Brands should strive to create delightful experiences for influencers and their followers.
Making that experience happen boils down to presentation. Below are a few PR package ideas to secure your brand the spotlight on social media:
Looking for inspiration for packages that pop? Below is a PR package example from Minotaur Books that knocks it out of the park.
Source: @emilybookedup
This gifted package is tailor-made for social media. Not only do the fairy lights make the post Instagram-worthy but they’re also thematic! This is a (literally!) shining example of how creativity and extras can earn you love from creators.
Sending great gifts doesn’t have to be a huge creative project, though. From inserts to notecards and beyond, there are plenty of effective PR package ideas that work regardless of your budget.
Check out NOTES delights recipients with a simple but chic branded box and notecard. This highlights the importance of proper product curation and personalization.
Source: @coryyrenee
Here’s another example of a branded box, this time from Lululemon. Again, you don’t have to rack your brain to put your creative stamp on your PR packages.
Source: @darcymcqueenyyy
That said, small touches like notes on branded stationery can make a big impact on creators (see below).
Source: @mahaa.alyy
The takeaway? When your presentation is on point, influencers are more likely to make unboxing posts featuring your products.
Below are some places to find materials to spruce up your next PR package campaign:
Including notes in your PR packages is a surefire way to make your gifts feel one-of-a-kind.
Doing so shows your attention to detail to creators. Likewise, personalized notes can really make the unboxing experience feel special.
We actually have an entire post on what to include in a PR package note. That said, here’s a quick summary for crafting notes to creators:
Below is an example of a brilliant PR package note that sticks to the best practices above.
Source: @brenleycarmine
Note how this personalized, handwritten message addresses the creator by name. The brand rep then explains Simply Boxers’ donation initiative for every product sold or gifted. This detail highlights the brand’s values. Lastly, the note says “thank you.”
The takeaway? All it takes is a few sentences to make a lasting impression on your recipients. There’s a reason why the best PR packages include handwritten gifting notes.
Consider subtle steps you can take so creators can make the most of the products they receive.
Whether in a note or separate insert, providing specific details about your product(s) is a smart move. This might include:
This information serves as a list of talking points for influencers when they post about you. Presenting this info yourself saves them time looking up your product for details. The easier your product is to understand and use, the more likely you are to earn a positive post.
Below is a prime example of how explaining your products can pay off in a PR package:
Source: @editadoes
Peek this comment from the creator: “While I’ve tried a lot of products from the brand, it’s my first time using Gelactive toner.” With an explanation of the proper application and purpose of the product, it’s easier for them to understand its benefits and what to expect.
Since this info was in the package, the creator doesn’t have to do any digging for answers themselves. See how that works?
Hint: be sure to include your brand’s social media @handles in your notes or talking points. Doing so will make it easier for them to tag you when they decide to post!
Not all brands that work with influencers use promo or coupon codes. Assuming you already do, there might be an opportunity to couple your package with a discount.
The concept here is simple: sweeten the deal and encourage a positive post by giving influencers a personalized code to share. A no-strings-attached discount is a nice gesture if nothing else.
The key to making this idea work is sending products that really get your influencer and their audience buzzing. Given your product is relevant, influencers see promo codes as a big bonus. In some cases, promo codes can also serve as a way to measure performance and identify influencers to work with long-term.
Source: @emilybookedup
Note: we don’t recommend promo codes for first-time gifting campaigns. That’s because tracking them can be tricky given the current state of marketing attribution. Also, promo codes can feel “salesy” and ultimately distract from the message and products in your PR package.
If you’re not sure if you have the time and energy to commit to PR packages, we totally get it.
Trust us: it's a lot more legwork than it seems. From finding influencers to getting products from point A to point B, sending PR packages DIY is no small feat.
And sure, brands can send gifts to a few creators for short-term buzz and a handful of posts.
The reality, though? Maximizing your reach and maximizing engagement means outsourcing to a platform that can guarantee consistent content (hint: Statusphere). Since we work with a handpicked network of creators, brands don’t have to worry about getting ghosted.
If you’re still hungry for more PR package ideas and inspo, we’ve got you covered!
To wrap things up, here are three more top-tier boxes and takeaways to apply to your own.
Source: @aiisha.zxman
Source: @alexismarievans
Source: @esmeraldacmue
Whew, that was a lot to unpack!
As highlighted by the examples above, there are plenty of PR package ideas to make your recipients feel like a million bucks.
With a touch of creativity, you can delight your creators and make your brand shine.
Doing so doesn’t happen by accident, though.
If you need help sending PR packages, Statusphere can help. Heck, we’ve sent more PR boxes to creators than we can count at this point!
Our full-service influencer platform matches your brand with vetted creators from our network. In other words, we only send your products to people that legitimately want to test-drive them. Oh, and we also handle all of the heavy lifting related to shipping and fulfillment.
Want to learn more about how the process works? Chat with one of our consumer-to-consumer marketing specialists today to see how we can get more people posting about your brand.
This article was first published in May 2021. It was last updated October 14, 2022.
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