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Influencers. You either love them, hate them, or want to be them.
And that’s not surprising, because new influencers are popping up all over our social feeds like little creative daisies. From lifestyle, fashion, to wellness, skincare, tech and travel - there are influencers for every niche, and for every brand (even yours).
With influencer marketing having recently grown by a whopping 75%, it’s probably time your brand starts working with the best influencers in your industry to reach that magical untapped audience, before your competitors do.
And the best way to get your brand/product in front of an influencer? With an influencer merch pack!
In this post, we’ll explore what influencer merch packs are, what makes a good one, and how you can incorporate online social activation through branded merchandise into your latest marketing campaign.
And that’s because, at Fluid, we’re on a mission (as part of Brand Revolution) to ignite powerful connections between your brand, your community, and the planet.
As we’re now a part of Brand Revolution, we’re expanding and evolving our solutions beyond merchandise, with creative insight-led social media strategies that drive engagement and growth.
Explore how Brand Revolution’s social media team can help your brand market fearlessly with standout social content now!
What’s influencer marketing?
Influencer marketing is when your brand collaborates with an online social media content creator, with them sharing your product or services with their followers.
Social media influencers have already curated a loyal audience in their chosen niche online, and by partnering with the right influencer for your brand, the potential for increasing your reach to a really engaged audience is second to none.
Influencer marketing usually includes the influencer giving your brand a shout-out on their platform, demonstrating your product to their followers, and discussing why they love your brand.
Influencer marketing is similar to old-fashioned celebrity endorsement, but with a more active, trusting and dedicated audience.
Read more: Rising social media platforms every marketer should know about
Why influencer marketing works
Influencer marketing has such a high ROI because the influencers already have a super-engaged and loyal following - it’s how they built their online platforms in the first place!
You can’t be a social media influencer without a following.
This means that, for brands, you don’t have to ‘go viral’ or throw lots of money into creating seamless online content to see a return on investment. As many as 89% of marketers believe influencer marketing is one of the best marketing strategies in terms of ROI. The more authentic (and therefore most cost-effective) content, the better.
And with macro influencers receiving, on average, over 38,000 views per piece of content, that’s an insane amount of eyes on your product that you might not otherwise have had.
Read more: Maximise your marketing budget with this foolproof ROI strategy
What’s an influencer PR pack?
Now, here comes the fun part! Let’s discuss influencer PR packs.
Also known as PR kits or PR boxes, branded influencer PR packs are a great way to activate your merchandise with social media.
They’re usually a branded box full of goodies tailored to your brand and campaign. The best PR packs are ones that are visually stunning, creative, and engaging, so that your influencer can create attention-grabbing content quickly and easily.
Check out our ready-made packs for a quick and easy merchandise solution.
The benefits of influencer merch packs for your brand
Loyal fanbase
What do all successful influencers have in common across all industries? A loyal following.
The primary skillset of every influencer is knowing how to curate a lucrative 1-to-1 connection with their audience. They create content that nurtures the relationship with their viewers, blurring the line between celebrity, online persona, and virtual friend.
And because of this, consumers trust what influencers have to say. Their opinion is valued just as much as a friend or a relative, with 69% of consumers trusting what their favourite influencers advertise to them.
Engaged audience
And what comes hand-in-hand with a loyal following? Super high engagement.
Most micro-influencers (those with between 1,000 and 100,000 followers) have engagement rates of an impressive 12.4%. So, for an audience of 100,000, that’s 12,400 people who are actively engaging with your product. That’s why an influencer marketing strategy is insanely cost-effective, with, on average, every $1 spent earning you $5.20 from actual sales.
However, this only works if you collaborate with the right influencers for your brand. A great example of this is when Headspace worked with wellbeing content creators. Their audience is already looking for ways to improve their mental wellbeing - the perfect target market for Headspace.
Increasing brand awareness
Over 70% of marketers agree that influencer marketing increases brand awareness.
Not only does influencer marketing equate to actual sales more often than not, but if their audience doesn't take that final step towards purchasing your product, the brand awareness you’ll earn will make every penny spent worth it.
Think about it: Facebook has nearly 3 billion active users, Instagram 2 billion, and TikTok 1 billion. This is an unparalleled number of people that could theoretically be introduced to your brand.
Read more: How to make your brand go viral, according to Jellycat
Breaking down brand barriers
Merch packs break down the virtual barrier between your audience and brand. Take traditional advertising, for example. It’s very passive. The reasons why you should buy the product are dictated to you. They’re easily forgettable.
Influencer PR merch packs are the complete opposite of this. The influencer engages with the product, opening up a conversation with their audience around it. It’s a two-way discussion, one that a loyal fanbase is often eager to participate in.
And even though those watching an influencer unboxing their PR merch packages might not actually have your product in front of them, the UGC (or User-Generated Content) created by the influencer removes this obstacle, with 92% of consumers now trusting user-generated content (UGC) more than traditional adverts.
At Brand Revolution, we can help you create insight-led social media strategies, craft standout content, and build communities that drive engagement and growth.
For more information on what we could do for your brand’s social platforms, check out our social media services over on the Brand Revolution site.
Exploring different types of influencer packs
There are so many opportunities in which your brand can utilise influencer packs in your marketing strategy.
From product launches to event invitations, influencer packs allow you to get creative with your physical merch touchpoints.
We love to use influencer packs for:
Product launches
Merch packs are a great, creative way to get new products in front of influencers and their followers, just like what Laneige did with their new sleeping mask.
Advertising a rebrand
Want to share your exciting new rebrand? Do it with an influencer PR merch box!
Exciting collabs
Collaborating with a dream brand? Share the news by sending out dual-branded packs.
For example, we love the collab PR box between Kendall Jenner’s brand, 818 Tequila, and the luxury modular clothing brand, Leset. Made to look like an old-fashioned suitcase, it contains everything you need for a ‘Big Night In’ - advertising the clothing brand’s limited edition clothing line for enjoying a night in.
We’ve actually worked with 818 Tequila ourselves - check out our 818 Tequila case study.
Brand visibility
Want to get your brand out there to a wider network? As we’ve said above, PR merch packs give a potential audience an unforgettable unboxing experience to increase awareness around your brand.
Read more: How Ferrari built an empire on branding & merchandise
Saying thank you!
Send out a little gift to say a big thank you.
Crisis management
Done a little whoopsie and need to do some online crisis management fast? Help recover your brand with a PR box that says “My bad”.
Seasonal
Christmas? Easter? Summer holidays? Highlight the seasonal shifts by gifting with all-year-round merch packs.
Event invitations
Hosting an event and looking to make a real impact with your invitations? Invite your favourites with a PR merch pack that’ll get you an RSVP faster than they can open the box.
What to include in an influencer pack?
You can make your influencer pack as extra or as laid back as you want, whatever works for your campaign. Sometimes, it’s best to let the product speak for itself, but other times (especially for that ultimate stand-out content), the more extravagant, the better.
Our must-have for every influencer pack: a groundbreaking narrative.
But if you’re looking for actual specifics, we suggest your influencer packs always include:
- A call-to-action that ties in nicely with your campaign objective
- Several high-end promotional products (these are our favourites)
- A few fun treats and added extras for the content creator to enjoy
- A promo code that can be shared with the influencer’s audience
- Complimentary, personalised gifts you know that influencer would love
- Personalised notes to cultivate a positive relationship with the influencer
- And a short list of key points that the influencer can easily share with their audience
- All packaged superbly and beautifully for that Instagrammable, TikTokable content
What makes a good influencer PR pack?
Let’s dive deeper into what exactly makes a good influencer PR pack. From the packaging to the story, to the measuring of ROI - here’s everything you need to do to get the most out of your influencer PR pack.
1. Mindblowing packaging
Want to impress before your influencer has even opened their delivery?
Make your packaging glamorous. Make it unique. Make it showstopping.
Remember, to get the most out of your package, its worth needs to be translatable over a screen. Do this by going all-out on the box and the packaging, just like what RedBull did here.
2. An unforgettable immersive experience
This isn't just a PR pack, this isn't just a boring old delivery. It’s your opportunity to bring your story and brand to life.
By incorporating senses into the experience (think: luxurious candles, enchanting scents, soft clothing and (of course) tasty snacks), you’re recreating the experience of your product and brand and bringing your story to life.
This is exactly what The White Lotus TV series did with their influencer merch packs. The content creators were able to immerse themselves in The White Lotus Hotel with the robes, the scents and the fashion from the show. We love this clever use of merch!
3. Personalised
Everyone loves something that’s just for them. Something to make them feel special. Make sure your influencer feels that special, emotional connection to your brand.
Do a little bit of research first. Have they done several TikToks about their love of gummy bears? Put in a pack of gummy bears. Going on holiday soon? Throw in some holiday essentials you can't live without.
Not only is a merch pack a moment to connect with the influencer’s audience, but it’s also the perfect opportunity to build an organic, authentic relationship with the influencer themselves - that’ll lead to more trustworthy shoutouts later down the road.
4. Working with the right influencers
Make sure you’re working with the right influencers for your brand. Ones that are in your industry. That way, you’ll get the most out of their endorsement, as their audience will be more likely to need your product.
For example, if you were a butcher, would you be sourcing a vegan influencer?
Nope!
You want to get the audience that would be most receptive to your brand.
5. A story behind the pack
It’s not just a product or an event invite. It’s your opportunity to create a narrative around your brand, one that’ll hopefully tug on the emotional heartstrings of your desired audience.
6. Utilising ROE (Return on Emotion)
Return on Emotion is all about turning every activation into an unforgettable, brand-defining moment fueled by powerful, emotional connections, which is exactly what a good influencer pack does.
When you embrace emotion as a driving force, your work transcends the ordinary, becoming something that truly connects, resonates, and leaves a lasting mark.
7. You can easily measure its ROI
You want to make sure that you can easily measure the ROI of your merch packs. Do this by keeping a record of the engagement on the influencer’s post (likes, comments and shares), plus tracking your sales and comparing this before and after the post. It’s easier to see what sales are linked to the influencer if you provide them with a discount code or link, too.
Read more: 12 stats that prove promotional merch is the one to beat for ROI & awareness
8. Having a clear objective
Don’t just wing it. Know what you want to get out of sending out your influencer PR packs. Do you want more leads? More engagement? More sales? Knowing what you ultimately want to achieve will dictate the narrative behind your pack.
9. Amazing products
Of course, no pack would be complete without some awesome branded products! Make sure the products are high-end, engaging and can translate across video and social media effectively.
10. Combats ad fatigue with gripping content
Make your packs groundbreaking. Make them awe-inspiring. Make them unstoppable.
We get bombarded with so many ads each and everyday - you need yours to stand out from the crowd.
11. Do your research!
Lastly, do your research! To be able to send out your merch packs to the right influencers, with a compelling story that you know will resonate with their audience, all comes down to research. If you skip this step and just bulk send to the currently trending content creators, your campaign will probably fall as flat as a squished delivery.
Read more: 5 Easy TikTok trends you should include in your 2025 marketing strategy
Create your own custom merch packs
Packed with personality, we can help you create showstopping merch packs that’ll get people scrolling straight to sales.
Pre-designed merch packs
Our pre-designed merch packs are the perfect solution for all your gifting needs when you need to make an impact fast.
Choose from an assortment of different themes to fit any campaign.
From brainstorming to delivery, we’ll make it super easy for you to send spectacular gifts on any budget. To find out more about how we can help you make your merch pack some real impact, check out the range now.
Create your own
Or, why not create your own for that extra special occasion?
If you’ve got an idea, reach out and we’ll be happy to help bring it to life!
Our packs are fully customisable to be super flexible, because we understand that to get that ultimate brand impact, you need to be creative with your product choices.
- Your brand needs to be unique.
- You need to be trend-focused.
- You need to lead the way when it comes to promoting your brand.
And with merch packs, you can do all that and more with one quick and easy merchandise solution.
Read more: Looking for a stress-free merchandise solution? Introducing merch packs!
Make your brand unforgettable
Ready to take the leap into creating out-of-this-world merch packs?
We’re here to help your brand become unforgettable with branded merch that grabs attention and builds audiences.
We’re all about exploring this final frontier of social media marketing with you!
Check out our ready-made branded merch packs now, or get in touch with us to discuss your ideas today.
Or, want to find out more on how our social media team can help your brand market fearlessly with standout social content? Chat with us now!
