How Gift Unboxings Stole the Show at Paris 2024
Every Olympic Games introduces new and exciting moments that captivate audiences worldwide. Paris 2024 was no different, but this year's most talked-about events began even before the opening ceremony, as Olympians unveiled their own 'pre-games spectacles' through the art of gift unboxings.
Athletes from across the globe showcased not just their official kits but an array of gifts, from trendy keepcups to stylish notepads, and the ever-popular Olympic village condoms. Sponsors like July and Samsung smartly capitalised on this trend, gaining widespread attention by including exclusive editions of newly launched products in these gift packages.
These unboxing videos grabbed the public’s attention, with some athletes’ most engaging posts focusing more on the thrill of unveiling their gifts rather than their sporting achievements. For instance, Aussie tennis star Daria Saville's unboxing clip garnered an impressive 3.2 million views.
Influencer gifting is a well-established strategy, yet when done right, it remains incredibly engaging. So, what were the key elements that made the gifting efforts stand out at Paris 2024?
No Strings Attached: Audiences can tell when a post is obligatory or sponsored, often leading to scepticism. By allowing recipients to share only if they genuinely loved the product, endorsements became more authentic and enthusiastic. This also granted influencers greater creative freedom, fostering trust and enhancing relationships.
Loosening Brand Control: While Samsung undoubtedly poured millions into their Olympic sponsorship, it was the candid, unpolished posts by athletes chatting about their new flip phones that delivered real ROI. Letting influencers express themselves in their own style, even if it was a bit unconventional, made the content more relatable and genuine.
Gauge Interest: A scattergun approach is risky. Not only could it lead to environmental criticisms, as seen with Abbie Chatfield's backlash, but it also diminishes success chances. Unless you’re certain your product is needed, investing time upfront to ensure the recipient is genuinely interested boosts the likelihood of positive endorsements and coverage.
Targeted Influencers: While databases and marketplaces make it easier to find influencers, strategic planning ensures better results. Assessing whether the influencer and their audience will truly appreciate your product is key. As demonstrated by Olympians, effective targeting wasn’t confined to micro or nano influencers if the recipient perfectly aligned with your brand.
The trend towards more authentic content on social platforms, coupled with the rise in social creators, is revitalising product gifting. When executed well, it’s a cost-effective way to garner social proof, user-generated content, and brand visibility.
Looking to elevate your product gifting strategy? Ernie specialises in getting brands' products into the hands of highly relevant influencers at scale.
Reach out to us at info@helloernie.com.au.