Latest / The DTC Marketing Podcast with Fexingo: Direct-to-Consumer Brands, Shopify, and E-Commerce Growth / How DTC Brands Use Unboxing for Viral Growth
Transcript
- Lucas: You ever get a package that just feels like an event? I mean, the box itself makes you want to pull out your phone and film it. Luna: Yeah, and apparently a lot of people do. Dotcom Distribution did a study—40% of consumers say they're more likely to share a photo of a product if it comes in premium packaging. Lucas: That stat is the whole episode right there. For DTC brands, where customer acquisition costs have been climbing, that free organic reach from unboxing is gold. Luna: And it's not just any reach—it's trust-informed reach. A friend's story or post carries more weight than an ad. Lucas: Exactly. So let's look at a specific brand that does this well: Bombas. The sock and apparel company redesigned their packaging a couple of years back—they added a honeycomb pattern and a little card about their donate-one-pair mission. Luna: I remember seeing those boxes all over Instagram. Did they measure the impact? Lucas: They said social media mentions directly linked to packaging jumped about 16 percent after the redesign. And that's without spending an extra dollar on ads. Luna: So the packaging becomes a media channel. But there's a cost—custom boxes and inserts aren't cheap. Lucas: Right, and that's the tension. A premium unboxing might add 50 cents to a dollar per unit. For a brand shipping thousands of units a month, that adds up fast. Luna: But if you get even a handful of viral posts from that investment, the earned media value can dwarf the cost. Lucas: Exactly. Some brands calculate earned media value from unboxing at ten to twenty times the packaging cost. That's an insane ROI if you get the design right. Luna: What about sustainability, though? A lot of premium packaging is not exactly eco-friendly. How do brands balance that? Lucas: It's a real challenge. The consumer expectation for sustainable packaging is high—especially among younger buyers. But they also want that shareable moment. Luna: Some brands are using compostable mailers with a reusable interior box. Or they use branded tissue paper that's recyclable. Lucas: Yeah, there's a middle ground. And honestly, the unboxing doesn't have to be elaborate. Sometimes it's a smart detail—like a sticker or a handwritten note that makes people snap a photo. Luna: Speaking of small touches, let's talk about budget-friendly tactics for newer DTC brands that can't afford custom boxes. Lucas: Right. One tactic: use high-quality branded tape on a plain box. That alone can signal 'this is a real brand.' Or include a small freebie that's photo-worthy. Luna: Another is the 'mystery insert'—a little card with a surprise discount or a QR code to a funny video. Lucas: Yeah, those get shared too. The key is to give the customer a reason to pull out their phone. It doesn't have to be expensive. Luna: And we're in July 2026 now—what's changed? Ad costs on Meta are still climbing, so organic is even more critical. Lucas: Totally. If you can get a customer to create content for you, that's the holy grail. And unboxing is one of the easiest ways to trigger that. Luna: I want to come back to something you said earlier about earned media value. Do you have a rule of thumb for brands to estimate that? Lucas: A simple one: track how many social posts you get per month, estimate their equivalent reach if you had paid for it, and compare that to your packaging spend. If the ratio is above 5x, you're doing well. Luna: That's helpful. And speaking of helpful—if these marketing conversations have sparked something you've actually used in your own business, we just want to mention that listener support is what keeps this show ad-free and independent. Lucas: Yeah, it's a small way to give back if you've gotten value. You can find us at buy me a coffee dot com slash fexingo. No pressure, just if it's made a difference. Luna: And we really appreciate everyone who already does. Now, back to unboxing: what's the next frontier? I'm hearing about AR packaging. Lucas: Yes—some brands are printing QR codes on boxes that trigger augmented reality experiences. You scan it and see a 3D model of the product or a thank-you animation. Luna: That definitely gets shared. But it requires the customer to scan—so the friction is higher. Lucas: True. But for early adopters, it's a huge wow factor. The key is to make the payoff worth the extra step. Luna: So ultimately, unboxing is about creating a moment that feels special. And that moment can drive loyalty and word of mouth. Lucas: Exactly. The package isn't just shipping—it's the first physical touchpoint. If you nail it, you've got a marketing asset that keeps working long after delivery. Luna: Great point. I'm going to start paying more attention to my own mailbox. Lucas: That's the spirit. Next time a box arrives, ask yourself: would I share this? If not, think about what's missing.