How to Send PR Packages and Product Seeding Kits to Influencers: A Step By Step Guide

What are PR Influencer Boxes and Product Seeding Kits?

PR Influencer Boxes, also known as influencer PR kits, influencer gift boxes or product seeding kits, are curated packages of products sent to influencers with the aim of promoting a brand, product, or service. They are a great marketing tool and allow you to hop of the trends of unboxing and hauls. With 77% of people saying social media posts have influenced them to buy from a brand they have never heard of before, the authentic coverage gained by working with influencers is plain to see.

But how do you actually create a PR Influencer campaign? This post breaks down, step-by-step, how to send PR boxes to influencers.

1. Planning: We can’t overstate the importance of this phase enough. Decide what you want your PR Influencer campaign to achieve. Is it building a network of brand advocates? Or creating coverage for a specific product? Maybe you want add more followers to your social media pages. Once you’ve decided that, then you need to…

2. Identify the Right Influencers: Research and identify influencers whose content aligns with your target market and brand values. So for example, if you are looking to increase awareness of your brand to Gen Z women, find a influencer who has that demographic. Or if you’re product has a environmentally-friendly USP but is expensive, then maybe it’s an aspirational influencer that has lifestyle content with a focus on sustainable living. Take time to find right influencers for you, rather than taking a scattergun approach - it will pay off in the end. When it comes to PR campaigns, less is sometimes more. You can either trawl social media yourself, or many influencers now work with agencies to coordinate their PR work.

3. Contacting the PR Influencer: Getting Influencers to work with you on your latest PR campaign is the tricky bit. Many have ‘Contact for PR/Collab’ on their bio, which makes things pretty straightforward, but otherwise you may have to search for an email on their website or go through their agent. Then you need to send them your pitch.

4. Pitching the PR Influencer: When pitching, don’t be scared of getting straight to the point. Influencers get pitched to all the time and appreciate the clarity. Here is a suggested guide:

• Follow them.

• Introduce yourself and your company.

• Say what stood out to you about their content.

• Say why you think they would fit with your brand.

• Details of the product you would like to send.

If they say yes, they’ll return with an address for you to send the package. Some may be happy to provide coverage free of charge (if they like the product), others may return with costs and you can start to negotiate. If you are paying for coverage, you can sometimes request pre-approval of the content. You could also suggest using specific hashtags in their post.

If you are not getting much take up, think about revisiting your pitch and trying again.

5. Creating the PR Box: You would already be working on this alongside contacting the influencers and we go into this in more detail in this post HERE and HERE, but as a basic guide, you should work with a printing specialist to create a personalised package, that would include the product to be promoted, along with supporting materials like press releases, product information, and promotional material. It needs to be memorable and it is also good to include a personalised note to each influencer.

6. Influencer Promotion: Influencers receive the PR boxes and share their experiences with their followers. They may unbox the package on their social media platforms, create review videos, or post photos and content featuring the products.

7. Measuring Results: Track the success of the influencer marketing campaign by monitoring engagement metrics, website traffic, sales, and overall brand exposure.  

Rubine Solutions design and make PR / Influencer boxes and Product Seeding Kits for some of the world’s best-known brands including Google, Moncler, Loewe, Netflix and Hugo Boss. Find out more HERE or get in touch HERE for more information.