The Power of a Well-Packed Influencer Kit
June 26, 2025
Getting a package with your name on it elicits curiosity, excitement and a feeling of being appreciated — when’s the last time an email did that? This personal connection is one reason brands are reviving editorial PR boxes and influencer kits to promote products and services. At Hoffman York, we’ve helped brands use direct mail to build buzz, spark engagement and inspire action. But while a great mailer can grab attention, holding it — and converting it — takes more than just clever packaging. In fact, the right elements can be the difference between results or recycling. Try these 5 tips for thinking outside, inside and all-around the box:
1. Start With Strategy, Not Just Stuff
Before concepting begins, get clear on what success looks like. Do you want social media attention or editorial coverage? Are you launching a product or a service? Are you introducing your brand to a new audience or are you supporting an established campaign initiative? Most importantly, if your kit is part of a larger campaign it needs to align with the overall message and support rather than distract from the other creative elements. For example, Hoffman York created a mailer that looked like a retro-style suitcase containing a new below-the-belt trimmer designed for safely visiting the Nether Region, a fictious destination and the umbrella idea behind all the campaign elements (check out the case study).
2. Be Selective
Influencer kits are an investment, which makes your mailing list just as important as your concept. Consider the recipient’s audience size and demographics, their content alignment to your brand and the likelihood of them engaging with your brand organically. This is the first step in building authentic relationships and cultivating long-term brand advocacy. And when sending a kit to an editorial contact it’s important to first find out if they are receptive to receiving it. Many editors are now WFH so sending a kit to an office receiving desk could be a waste of effort.
3. Give it a Personal Touch
Once you know who you’re talking to, tell them what they want to hear. Make it clear why they are getting the mailer and why their audience should care. Another way to grab their attention is by using their name. Think about using a personalized insert card to get your message across or monogrammed swag to sway them.
4. Design for the Feed, Not Just the Front Door
Smart creative will get you unboxed, but eye-catching creative will get you unveiled. When concepting ideas for your influencer kit, think about how it will be shared. Will the colors, fonts, promotional items and product samples translate on the platform you want? And remember, the camera picks up more than just images, so consider audio enhancements too. Hoffman York’s most successful mailer to-date was for the Wahl Hairy Hotline campaign; once opened, it included a retro telephone with audio grooming tips. This unique element contributed to the mailer having a 76% conversion rate, which was calculated based on the total organic posts that went live divided by the total packages sent.
5. Keep the CTA Simple
The CTA for the mailer recipient should NOT be a heavy lift. The goal is to Keep. It. Super. Simple. Concise messaging, clear social handles and QR codes to landing pages or downloadable assets are all ways to make “the ask” as easy as possible. Another way Hoffman York makes things seamless is with personalized digital tracking cards. These cards include shipping information to keep influencers engaged and updated. It also helps the brand stay top-of-mind with the influencers, so they don’t forget what we want them to do with the package once they receive it.
Make It Worth Opening — and Worth Remembering
PR boxes and influencer kits can garner media coverage, create buzz, build relationships and move the needle — but only when they’re done with purpose and precision. At Hoffman York, we make mailers that do more than surprise. We make them stick, share and sell. Let’s talk about what we can build — and box — together.
Maureen Fernstrum has over a decade of public relations and social media experience across a wide range of industries, including retail, CPG, food and beverage, home products and travel. She is skilled in national and local media relations, crisis communications, influencer marketing ranging from A-list celebrities to micro influencers, as well as social media strategy, content development, community management, social listening and social audits.
