Unboxing Ads
Unboxing ads show the viewer exactly what they'll get when they purchase. It captures the emotions that come with exploring a product for the first time, like excitement and curiosity, and reduces any confusion around what the purchase entails. These ads typically focus on the packaging, the product, and the immediate reaction of the person unboxing it, but unboxing footage is versatile and can be worked into most frameworks.
Hooks/Headline Examples
- “Could this be the perfect wallet?"
- POV you stocked up on your favorite candles
- "What I ordered vs. what I got"
- “I can’t believe everything that came with this!”
- I got all of this for only $4.50"
Tips & Recommendations
- Show your emotional reaction to the products! Consider reacting to everything inside the box individually rather than speeding through the unboxing.
- "What I expected vs. what I got" is a great storyline to talk through during the unboxing
- Sometimes experiences that are "too good to be true" can hurt your credibility. Don't shy away from calling out a shortcoming as a way to be more credible when you highlight an element that exceeds expectations.
- Unboxing pairs well with listicals, step-by-step ads, feature callouts and b-roll mashup footage. Consider bring unboxing footage into other frameworks.
Why It Works
These ads tap into what René Girard called mimetic theory. Mimetic as in mimicking. Opening a product is a high dopamine experience, and mimetic theory suggest that we often desire what we see other people experiencing. So watching someone experiencing a product can tingle an impulse to have the same experience!
Have you seen those videos of crumble cookie? People opening a box of cookies and reacting to the flavors of the week? It's an example of a high-dopamine boxing video, and it driving a lot of sales for Crumble.
What to Avoid
Don't spend too much time fiddling with the packaging. Slice into tape, tear into plastic. Do what you need to do to make the unboxing free of distractions.
