In the digital age, the unboxing experience has become a potent marketing tool. This article explores the correlation between Starbucks' iconic cup customization and the current trend of personalized and beautiful branded packages. The customized packaging market is predicted to grow at a CAGR of 5.8% from 2021 to 2028, underscoring the enduring appeal of personalized experiences.
The Starbucks Effect: Personalization Goes Viral
In 2012, Starbucks started to honor everyone who walked through the door as individuals. Baristas started wearing name tags, asking customers for their names, and writing them on the cups. The cup personalization strategy became a viral sensation, where everyone looked forward to posting or sharing the cup with their name - even if misspelled.
Reflecting on Starbucks' success, we draw parallels to the current personalized packaging trend and its impact on Social Media.
Unboxing in the Digital Age: Insights
The personalized packaging market, valued at $25.45 billion in 2020, shows a move towards making unboxing experiences shareable. With over 3.6 billion social media users worldwide, personalized packages are a big deal on social platforms.
Influencers like Unbox Therapy (21.4M YouTube Subscribers) are catching onto this trend by making videos and cashing in on their unboxing experiences. They don't just show the products – they also talk about how good the packaging looks and give it a rating. These videos can be a game-changer for companies or a bit of a headache, depending on the package and product.
These unboxing moments have become essential in digital marketing as it underlines to grow to $37.63 billion by 2028.
Beyond the Product: Sharing the Experience
Statistics indicate that 55% of consumers actively seek products with personalized experiences. In the personalized packaging market, this translates to a demand for packages that go beyond delivering products, fostering a sense of community and connection among consumers.
The Psychology of Personalization
Studies show that 68% of consumers feel more positive about a brand after seeing personalized content, highlighting why personalized unboxings become shareable moments and building deeper connections between brands and their audiences, even by receiving a handwritten Thank You card or a positive message on the box.
See this video: https://www.tiktok.com/@mermaidstraw/video/7264778338932116779
The Impact of Branded Order Packing Videos
Nowadays, brands are reshaping the unboxing experience with engaging order-packing videos. This approach makes customers feel part of the process behind their orders, generating engagement and building brand loyalty.
Many online stores have embraced this trend, creating captivating videos showcasing the care and importance of packing each package. These videos became content for the brands, leading to increased online visibility, heightened customer engagement, and significant growth in sales. For inspiration, check out @mermaidstraw on Instagram Reels and TikTok. Their order-packing videos are a masterclass in packaging and engagement, mesmerizing viewers with incredible ASMR usage.
Customers are captivated by the behind-the-scenes view and often reach out through comments and direct messages, expressing their appreciation and sometimes even requesting their personalized order-packing video. This interactive approach transforms order packaging into a shared experience, fostering customer engagement and strengthening brand loyalty. As well as reaching new viewers that will later become customers.
The era of unboxing virality is evolving, now encompassing not just the final reveal but also the journey of preparing personalized packages. Branded order-packing videos are a captivating extension of the personalized packaging trend, offering customers an immersive look into the dedication and craftsmanship involved. As businesses continue to leverage this approach, the projected growth of the personalized packaging market to $37.63 billion by 2028 underscores the enduring appeal of creating experiences that transcend the product itself. By transforming the order-packing process into a visual story, brands have a unique opportunity to foster deeper connections, drive social media engagement, and establish themselves as leaders in the era of personalized ecommerce.
At Ellen Studio, we understand the power of personalized packaging and effective branding. If you're looking to upgrade your packaging design, define your brand identity, or explore digital marketing, we've got you covered.
Contact us, at hello@ellen-studio.com, for packaging design, branding, consultancy, and digital marketing strategies that'll make your brand stand out.
Let's make your brand unforgettable. 🚀
Ellen Studio
(Statistics source: precedenceresearch.com)