These days, marketing is what it’s all about. A decent product that reaches the widest audience gets the most sales. Still, while we are producing more marketing material than ever before, we do need to put in some extra effort to make the marketing campaign a success.
This is because marketers tend to crowd the market with ads that resemble each other, in both style and approach, which is why there has been such a focus on uniqueness and originality in the marketing world lately.
Let’s discuss a very unique approach to advertising by utilizing shipping boxes as ad space:
In 2015, Amazon broke out as the first major company to utilize their shipping boxes as ad space for a brand that is not related to the product being delivered. Their first shipping box ad campaign was created in collaboration with Universal Pictures and Illumination Entertainment to promote a movie that was part of the “Despicable Me” movie franchise, “Minions”.
The boxes were very well designed and came in three variations, with three different characters dedicated to different box sizes. Along with the design, as a part of the promotion, the boxes also featured the date that the “Minions” movie was to be released in theaters.
On top of that, the boxes also featured a unique Amazon URL on them, which led the customers to a page that featured various products that were inspired by the popular Minions characters. Sheets, toys, and figurines were just some of the things that could be found on this page.
The campaign was first teased on Twitter and was very well received by fans around the world. Some people even tweeted that they were going to order something just to get a Minion delivery box.
The second example of a campaign like this one is Amazon’s collaboration with Revlon in 2017. The cosmetics giant commissioned 10,000,000 ad boxes from Amazon to promote their “The Love Project” campaign. The campaign was focused on promoting a positive message of the power of love and diversity of beauty.
We are still in the beginning development stages of this kind of advertisement approach. As we can see in both examples mentioned above, both campaigns have been introduced as a part of a bigger and more digital campaign instead of a traditional “you get what you see” style of printed ads.
If the campaign doesn’t have some depth it won’t get positive results because the box is of secondary interest for the receiver – the primary interest being the contents of the box. This is why it’s crucial to find a way to engage your consumers.
Still, these kinds of campaigns open up interesting targeting opportunities for brands. By using Amazon boxes, for example, you are guaranteed to reach a person that is used to buying things online.
These campaigns could be even more specific, targeting people of interest who have a particular shopping habit – advertising a guitar pedal to a person who just bought a pedal-board, advertising a tie to a person who just bought a suit, etc. Overall advertisements on shipping boxes are a great way to reach a new audience. For help with your next direct mail campaign, reach out to United Graphics today!