12/09/2024
A great example for brands wanting to differentiate what they put in PR mailers to influencers 📦👇🏼
As someone working on the brand side of influencer marketing for 12+ years, I've brainstormed, planned, ordered, and manually packaged many PR mailers and influencer gift boxes. On the other hand, as someone who has been in the blogging and content creation space for many years, I've also received a lot of PR mail. I know there's a lot of time and thoughtfulness that goes into PR mailers and influencer gifting - not just determining who is on the PR gifting list, but what is inside of the package, and what experience the brand hopes the receiver has when they open it. For the most part, these mailers have a pretty standard setup: brand product + a nice note + sometimes extra branded 'swag.'
But this week, I was delighted by a PR mailer from .canopy x . They sent me their 4-in-1 humidifier, diffuser, nightlight and sound machine. I'm excited to try it out when baby #3 arrives any day now! But what stuck out to me was their note: "Being a parent is the toughest (and most rewarding) job in the world. At Canopy, it's part of our mission to make your life easier. And we want to treat you. Enjoy your favorite dinner on us!" with a QR code to scan for a $50 food delivery gift certificate.
Rather than 'just' making the PR mailer about the brand, Canopy made it about the receiver. Rather than 'just' shipping their product, Canopy extended an experience - covering dinner for sleep-deprived new parents. Rather than 'just' pushing brand key messaging, Canopy extended another message without explicitly saying it - that they value content creators and influencers beyond just what they can share on behalf of the brand.
I'm quite impressed. Thank you .canopy - I'm cheering you on!
