PR packaging isn’t just about giving away gifts. It’s a brand marketing tool used to increase exposure and influence. If you’re wondering how to get your PR packages, the key lies in designing packaging that people want to open, experience, and share. This article will walk you through the steps and help you find your way.
Last updated: August 2025 | Estimated reading time: 8 minutes
This article will answer your questions
- What is a PR package?
- What is the benefit of a PR package for influencers?
- How to customize PR packaging ?
- How to track PR effectiveness and ROI
- Common PR packaging mistakes made by brands
What is PR packaging?
PR packaging is a way for brands to influence others by preparing exquisite product packaging boxes and sending them to media, KOLs, and distributors. Its purpose is to convey brand value and increase product exposure.
The key moment for a PR package is creating a compelling unboxing moment to spark spontaneous virality. For example, cosmetics PR packages are often unboxed and showcased on YouTube or TikTok, generating free exposure for the brand.
Why do brands need PR packages?
- Online and offline marketing: Use online social platforms to divert traffic to offline stores and increase store traffic
- KOL/Influencer: Increase exposure and buzz of products and packaging
- Distributors: Enhance users’ goodwill and trust in the brand
| Recipient Type | Focus | Example | What It Means to You |
|---|---|---|---|
| Online & Offline Media | Information and Story | Press Kit | Increase reporting opportunities |
| Influencers | Shareability | Beauty PR Package | Bring secondary exposure |
| Distributors | Functional Value | Product Samples | Build business trust |
What are the benefits of PR packaging for influencers?
Influencers appreciate PR packaging that helps them create content more easily. Especially visually impactful unboxing videos, they are more likely to post them on their own initiative.
- Get Free Products → Get free samples for making videos by receiving PR packaging
- Increase the diversity of KOL content → PR-packaged products are all topical, increasing the chances of interaction between KOLs and fans
- Add new followers → Unboxing videos of PR packaging are likely to become viral videos and gain new fans
Case: A US cosmetics brand designed a magnetic flip-top gift box. 90% of KOLs shared the unboxing video, quadrupling the reach.
What to consider when customizing PR packaging?
The structure is the brand’s story. Imagine the unboxing as a mini-movie.
- Product: Choose the best packaging type and process based on product characteristics
- Design principles: The outer box should be eye-catching and eye-catching, while taking into account both beauty and functionality.
- Brand consistency: Design elements should be consistent with the brand to enhance user memory.
- Material: Hard gift box > ordinary carton, more suitable for long-term display.
Pro Tips：
- The materials must be able to meet the conditions of international transportation and must pass drop, breakage and edge pressure tests.
- The unboxing sequence should be progressive like telling a story, with a sense of camera.
- Every element must have a clear brand message.
How to customize your PR packaging?
The steps are as follows:
- Determine your audience – Are you targeting influencers, media, or distributors? This will help you decide on your packaging type.
- Design style – The font, logo, pattern and other visual elements of the packaging box should be consistent with the brand tone.
- Product samples – These can actually give the recipient a great product.
- Include a branded card or description – clean, intuitive, and with a visual design.
User Tips:
When dealing with the media: Provide fact sheets
For influencers: Brightly colored design, suitable for video shooting
When dealing with distributors: Emphasize product selling points and uses
How to track the effectiveness of PR packaging?
ROI must be quantifiable. Not tracking = waste.
Tracking indicators:
- Number of unboxing videos, likes, comments, and shares
- Social media mentions and hashtags
- Compare sales data and focus on changes in order volume before and after promotion
- Distributor feedback
Tracking Tools:
- With QR code
- Independent activity tags
- Number of registrations or orders for the dedicated landing page
New trends in PR packaging in 2025
PR packaging is moving from “luxury appearance” to “spreadable experience”.
Trend 1: Interactive unboxing (hidden information, AR code)
Trend 2: Sustainable and environmentally friendly materials
Trend 3: Personalized and customized gift boxes featuring internet celebrities
Data shows that the interaction rate of PR packages with communication points is twice that of traditional gift boxes.
FAQs
Q1: How can influencers obtain PR packages?
KOLs can contact brands to apply, wait for invitations from brands, or participate in brand activities.
Q2: Does the PR package necessarily include free products?
Yes, the purpose is to give recipients free products so they can spread the word and get the word out.
Q3: Can small businesses do PR packages?
Absolutely. Using a custom paper box and adding a handwritten card to send to a small KOL is very effective.
Conclusion
A PR package isn’t a gift, it’s a communication tool. The key to success lies in targeting a targeted audience, storytelling, shareable design, and ROI tracking.
If you can turn PR packaging into an experience with communication value, it will be your strongest brand weapon.
Click here to read more information about PR packaging.
About XiangGe Package
We have been specializing in exporting custom PR boxes for over 10 years, specializing in both rigid gift boxes and folding boxes. Our goal is to help our customers create packaging that can withstand shipping and that recipients will want to share.
Get a free sample or contact XiangGe package now.
Last updated: August 2025
