By: Taylor Graveline
A viral product or celebrity endorsement alone won’t guarantee you exposure in 2025. With thousands of brands vying for attention, influencers are becoming more selective, and often PR packages end up being sold online or discarded without ever being featured.
Martin Purmensky, founder of theVideoCards, offers a way to ensure your PR box catches the attention of influencers: creative, memorable, and highly personalized cards. By tailoring your approach and making influencers feel valued, you create a connection that sparks interest. This personalized touch helps your brand stand out in a crowded market and would definitely find its way onto the Instagram feeds of high-profile influencers.
The Tiffany Effect: Packaging That Makes an Impact
First impression matters, and so do PR packages. Consider “The Tiffany Effect”: It’s that feeling of excitement and luxury that comes from seeing the iconic blue box from Tiffany & Co., even before opening it. The same principle applies to influencer marketing. Your PR might be tossed aside if your packaging doesn’t scream quality or intrigue people from the get-go.
“It’s not just about sending free products anymore,” Purmensky says. “Influencers are almost always pestered with packages daily, and a generic box with a product doesn’t cut it. Brands need to invest in presentation, and video brochures and video boxes offer a unique, tech-forward way to do just that.” For example, a conference organizer used personalized video brochures to invite 100 influencers to attend his event for free, aiming to boost ticket sales by leveraging their presence. Another project involved a dentist who sent influencers a video box containing his book with the hope of creating buzz about the book on social media. Both approaches used personalized video content to make the outreach stand out and resonate more effectively with influencers.
Including a personalized video box or brochure in your PR package, perhaps featuring a special message or product details, can make your brand unforgettable. This elevates your packaging and engages the influencer immediately. But how exactly do you ensure your brand’s investment doesn’t land in the trash?
Three Ways to Personalize Your PR Packages
1. Incorporate Technology: While personal touches like a handwritten note are appreciated, they often aren’t enough to earn valuable coverage. “A handwritten note is a great start,” says Purmensky, “but today’s influencers expect more. They want experiences, not just products. It’s the main reason video boxes are gaining traction—they add a personal layer, tell a story, and provide a unique experience.” Video boxes and brochures can be used to introduce your product, share your brand story, invite to your event, or showcase a demo, elevating your package apart from the moment it’s opened.
2. Customize Your Gift: One of the most effective ways to ensure your brand is featured is by creating a new unboxing experience. Influencers thrive on content that excites their followers, and that starts with the packaging.
“Brands that put thought into the entire experience, from the outer packaging to the final product reveal, are the ones that get shared,” Purmensky adds.
Unboxing videos are viral for a reason—they tap into the joy of receiving something new. Replicate the “Christmas morning” feeling so brands can create a memorable unboxing experience that influences both the recipient and their audience.
Influencers like Darcy McQueen, who films hundreds of viral unboxing videos, often highlight the importance of this excitement. “When an influencer feels like a gift is tailored specifically to them, they’re far more likely to share the experience with their audience,” Purmensky explains.
3. Maximize Engagement with Personalized Content: When approaching influencers, a video included in the gift box adds a level of engagement that goes beyond the physical product. It allows brands to speak directly to the influencer, offering a personal message or exclusive content that cannot be replicated with traditional print or packaging.
The video format makes it easier to introduce key features, demonstrate product use, or even give a behind-the-scenes look at the brand, which influencers can share with their audience. This combination of personalization and technology enhances the emotional connection, making the influencer more likely to promote the product to their followers.
Make Your PR Package Stand Out
Ultimately, the goal is to get your product into the hands of influencers in a way that excites them enough to share it with their audience. Keep in mind that influencers receive hundreds of packages daily; personalized marketing tactics like video brochures can be the key to standing out. Investing in your PR strategy with the right tools and techniques’ll avoid the trash can and land in the spotlight where your brand belongs.
Published by: Holy Minoza
