5 Real Influencer Kits That Made Brands Go Viral — And What You Can Copy From Them
Unboxing is the new advertising. Influencers unbox hundreds of PR kits every year — so what makes yours the one they remember (and post about)? The answer lies in experience design.
Today’s most viral influencer kits don’t just give freebies — they tell stories, spark curiosity, and make audiences feel part of a moment.
Here’s how 5 global brands turned simple PR boxes into viral campaigns — and how you can use their playbook for your next drop.
Why Influencer Kits Work
Influencer kits have become the new storytelling medium for brands. When done right, they combine three powerful psychological hooks:
The Hook — Anticipation.
People don’t just open the box for what’s inside; they open it for the moment before it.
The trigger- Belonging.
When influencers receive something that feels personal or exclusive, it reinforces connection — both with the brand and their community.The buzz- Social Proof.
Every unboxing becomes an ad without being one.
When influencers post, their audiences don’t just see the product — they see trust, lifestyle, and aspiration.
Table of Content
1. Rhode- The Viral Lip Blam Phone Case that Every Influencer Wanted
The "Clean Girl" Mogul herself holding her best product of her brand- Hailey Bieber. ImageSource: 303
Rhode Beauty, founded by Hailey Bieber, is a minimalist skincare label built around the viral “glazed donut skin” aesthetic. The brand has rapidly become a cultural phenomenon because of how it blends beauty, lifestyle design, celebrity influence, and visual identity — especially on TikTok.
A phone case that holds a lip balm? The kind of idea influencers want to film. ImageSource: Instagram
The Kit: This PR kit went viral because it put product experience and daily usability at the center—not just presentation. The kit included:
Custom Rhode yellow rigid box with monochrome branding
Signature Lip Treatment glaze positioned as the hero product
Viral Rhode Phone Case with an integrated holder for the lip treatment tube
Matching soft pouch branded in Rhode monochrome yellow
Printed brand card featuring Hailey Bieber
Tissue wrap for premium reveal feel
Why this went viral: The star element—the phone case with the lip slot—became an instant conversation starter and drove millions of views across TikTok and Reels.
Why this worked: Solves a real problem — never lose your lip treatment again; always accessible
Designed for lifestyle visibility — the phone is always in hand, so the product becomes part of every frame
Perfect for TikTok transitions and POV content
Smart prop engineering — creators naturally show the “click” moment of inserting the lip glaze into the case
Iconic single-color aesthetic — instantly recognizable and visually powerful
Turned product into fashion accessory — lip balm became a wearable status symbol
2. Rare Beauty- The Kit that Made Everyone Blush
Rare Beauty's Influencer Kit for their Soft Pinch Liquid Blush Kit was creative with an interactive box. ImageSource: Instagram
Next in line after Rhode who is neck-to-neck in terms of being the best influencer marketing is Rare Beauty. Rare Beauty, launched by Selena Gomez, has built a global community around self-acceptance and emotional wellness.
The Kit: The PR box for the viral Soft Pinch Liquid Blush featured:
Custom rigid matte pastel pink box
Sculpted inserts presenting blush shades like candy display
Mirror-backed interior for texture swatches on camera
Inspirational message card from Selena Gomez
Gradient color palette that matches product shades
Everything was designed for beauty texture reveal shots — the trend that made it blow up on TikTok.
Unboxing Rare Beauty’s whole Soft Pinch Blush Kit. VideoSource: Rare Beauty
Why It Went Viral
The blush applicator & drips created visually irresistible macro shots
Palette layout encouraged creators to swatch multiple shades at once
The mirror interior maximized shine & clarity of product texture
Emotional brand message connected deeply with users
It generated over 1B+ views on TikTok in unboxings, swatch videos & GRWM content.
What you can learn:
Design the kit around your brand’s mission or purpose (Rare Beauty is built on self-expression and mental-health awareness).
Make each kit feel inclusive and personalized to the recipient’s identity or preferences.
Use limited-edition presentation or aesthetic cues to turn a product drop into a collectible moment.
Ensure packaging supports shareability: strong visuals + a narrative that resonates beyond the product.
Align the influencer kit with a broader brand ecosystem (e.g., Rare’s “Impact Fund” theme) for deeper brand value.
3. Netflix's Stranger Things S4 Retro Kit that Time-Travelled
The cassette and the retro walkman are a small insight into what one of the character- Max is often seen listening to music in Season 4 of Stranger Things. The PR kit couldn't be any perfect. Source: Campaign Brief Asia
Stranger Things, one of Netflix’s biggest franchises, built its following on nostalgia, sci-fi horror, and 1980s retro culture. For Season 4, Netflix needed a launch campaign that matched the emotional weight and cultural anticipation — not just another press email.
The Kit: The custom box recreated a 1980s school locker vibe, complete with a curated set of retro and show-related items, including:
A fully functioning retro cassette player
Custom Stranger Things-themed cassette tape
Vintage disposable camera
Character files & Hawkins Lab style documents
Mini torch / prop lights referencing show suspense
Pins, patches & stickers for visual fan references
Every item was intentionally chosen to transport the recipient into the show’s universe, turning them from viewer → participant.
The cassette and the retro speakers were an instant hit because it touches on the 1980's retro theme the show is set on and are a constant prop in the entire show. Source: Campaign Brief Asia
Why it went Viral:
Nostalgia trigger — 80s cassette theme created instant emotional connection
Cinematic unboxing — layered reveal perfect for video storytelling
Props invited interaction (press play, switch on flashlight, unwrap files)
Designed for TikTok/Reels aesthetics
FOMO + exclusivity drove share urgency
Strong fandom culture amplified reach organically
What you can learn:
Build an experience, not a box — Design packages as immersive worlds that pull people into a narrative, not just product placement.
Use physical props that drive interaction — Items people use on camera (press play, switch on flashlight, open files) produce better UGC than static merchandise.
Trigger nostalgia or emotional memory — Emotional cues increase shareability and replay potential more than high-cost items.
Structure the reveal like a story — Layer packaging to create suspense and filming rhythm (open → reveal → unlock → the twist).
Leverage fan culture — Tapping into existing communities multiplies reach without paid media.
Design for TikTok moments — Think vertically, visually, and texturally so every second looks cinematic.
4. Chamberlain Coffee- Where No Influencer Got the Same Kit
Chamberlain Coffee kept it cute, cozy, and intentional — a PR box made to be shared.Source: Lemon8
Chamberlain Coffee is a lifestyle coffee brand founded by YouTuber and entrepreneur Emma Chamberlain. The brand targets Gen Z & young millennial coffee enthusiasts who value sustainable products, playful aesthetics, and creator-led community culture.
The Kit: Everything in the kit was useful, lifestyle-friendly, and instantly photographable, making it ideal for everyday use and repetitive social sharing.
Large cotton tote bag
2 different blends of Chamberlain Coffee
set of 6 reusable metalic straws with storage bag.
1 large Mason jar
A PR box that feels like a warm coffee chat — authentic, aesthetic, and highly shareable.Source: Instagram
Why It Worked:
Practical items, not fillers — recipients will actually use tote bags, cups and glass jars, creating long-tail visibility.
Strong visual identity — the friendly red cat mascot and green packaging make the brand instantly recognizable in content.
Everyday lifestyle integration — easily incorporated into morning routine videos, desk setups, and “day in the life” content.
Community & emotional appeal — packaging feels cute, thoughtful, and personal rather than corporate.
Low waste + reusable components — aligns with sustainability expectations of Gen Z consumers.
Designed for UGC — creators can shoot flat-lays, aesthetic reels, and product-in-action clips.
What You Can Learn:
Useful, lifestyle-relevant items outperform expensive gimmicks
Strong branding and character storytelling build identity & recall
Merch that integrates into routines = ongoing user-generated content
Thoughtfulness beats extravagance — packaging should feel personal
Reusability & sustainability increase share-worthiness
5. 818 Tequila- A Kit where the Bar is Outdoors
Not a PR package. A full summer experience. And that’s why it went viral.Source: Pinterest
818 Tequila, founded by Kendall Jenner, is a premium tequila label targeting lifestyle-driven millennials, travel creators, food & beverage influencers, and aspirational outdoor culture audiences. The brand positions itself around craftsmanship, sustainability, and social connection — not just alcohol consumption.
The Kit:The 818 Tequila influencer kit was packaged inside a rugged, military-grade adventure case, transforming the unboxing into an experience. Inside the case, creators received:
Full-size bottle of 818 Reposado
Mini 818 tasting bottle
Salt-rim tin & cocktail garnish kit
Outdoor-themed accessories: branded cap, enamel camping mug, flask
Branded stainless-steel insulated water bottle
Graphic tee and towel
Mixology recipe card + campaign message insert
Precision-cut tray system designed for elevated reveal moments
Every element aligned with the theme: outdoor summer, travel, and good company, encouraging creators to film “take-it-with-you” lifestyle content.
Why it worked:
Instant visual impact — rugged hard-case packaging stands out in a sea of regular boxes
Built-for-content unboxing structure — layered trays allow multiple reveal moments
Aspirational lifestyle positioning — encourages outdoor adventure, road-trip content, camping films & cocktails at sunset
Functional merch with long-tail visibility — mugs, caps, flasks, and bottles continue appearing in content over months
Community message front & center — emotional language invites participation (“Join us outside”)
Perfect for UGC — creators can shoot aesthetic flat-lays, mixology demos, and outdoor cinematic transitions
What you can learn:
The packaging is the hook — invest in a container that becomes part of the story
Create a theme that guides creators on content style
Blend premium hero product with lifestyle merch for long-term visibility
Use inserts & messaging to shape the narrative
Design your kit to encourage filming in specific locations
Conclusion
Influencer kits go viral not because of what’s inside them, but because of how they make people feel and what they inspire people to share. When you design packaging as an experience—not a box—you turn creators into storytellers and audiences into advocates. Make the unboxing the moment everyone wants to capture.
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