DMM chose a handful of influencers who were fans of the franchise and supported the brand to put together sponsored unboxing videos that highlight featured products. Products were strategically selected and divided up to the influencers that resonated best with the creators and their audiences. A total of three influencer accounts participated.
Influencers captured their personal unboxing experiences through Instagram and Instagram Story and drove awareness to the brand and the brand’s products online for purchase. The content showcased the products, spoke to the different aspects/experiences of the unboxing/brand, and drove others to purchase merchandise (incorporating IG Story’s Swipe Up feature for transaction).
Content was staggered, with some posts going live leading up to the holiday season and others during the busy buyer season, tactfully incorporating transaction links.