TOP 10 Viral Influencer Posts (and the Custom Unboxing Experiences Behind Them)
Ever wonder what makes an influencer unboxing go viral? It's not just the product inside, it's the entire experience. From custom packaging that tells a story to surprise elements that make creators genuinely gasp, the brands winning at viral marketing understand one thing: the unboxing is the product.
We've analyzed some of the biggest viral moments in influencer marketing to uncover what makes certain unboxing experiences explode across social media. Here are the top 10 campaigns that got it right, and what your brand can learn from their custom packaging magic.
10. Fenty Beauty's "Fenty Face" PR Box Campaign
Rihanna’s Fenty Beauty built its reputation on shade inclusivity and creator-first launches. For its “Fenty Face” moment, the brand tapped complexion reviewers like Alissa Ashley—known for meticulous shade matching—to reinforce that every face belongs in the lineup. Her post to 1.2M followers cleared 500K views in 24 hours, and the aesthetic did a lot of the heavy lifting.
What was inside (and why it worked):
Branded shipper with a wrap featuring Pantone-like swatches matching Alissa’s undertones—instant credibility before the reveal.
Tissue paper with a subtle monochrome print of the creator’s face layered over Fenty’s signature type.
Magnetic-close rigid box; velvet platform insert spelled “FENTY FACE,” with her name blind-embossed on the reveal layer.
A mirror cling reading “I see you.” plus a peel-off decal sized for vanity mirrors.
Limited-edition mini of a hero product in a creator-only shade cap, and a QR card to a short, creator-specific application tutorial.
How creators showcased it:
Most led with the tissue moment—holding it up to camera with the “wait…is that my face?” beat. That pause created a perfect cut for vertical video.
Alissa highlighted the swatch wrap first, then lifted the platform to show a second layer of samples—viewers commented “this is how you do PR” on repeat.
Fan quotes in comments: “Personalization > PR clutter.” “Make this tissue a merch item.” Clips like these often see 1.5–2x save/share rates versus standard PR hauls.
Fun behind-the-scenes: one creator stuck the mirror cling on their filming monitor mid-video and left it there for all subsequent looks—subtle, repeat brand placement.
Takeaway: Lead with identity. Personalized wraps and keepsakes that live on the vanity make the unboxing—and your brand—stick.
9. Gymshark's "Sweat Stories" Surprise Collection
Gymshark wins by building genuine relationships with athlete-creators. For its “Sweat Stories” push, the brand aimed to turn creators’ daily routines into content prompts. Steve Cook—coach, gym owner, and longtime community figure—received a box that looked standard on the outside and flipped the script inside.
What was inside:
Standard-issue polybag outside for stealth; inside, a rigid box that popped up into a mini replica of Steve’s home gym (squat rack silhouette, foam mat texture).
Micro LED strip with a pull-tab battery to light the scene for vertical filming.
Apparel rolled and banded with “Chapter” labels (Warm-Up, Work, Recover) to cue storytelling.
Branded gym towel monogrammed “SC,” a sweat-proof NFC card linking to a Gymshark playlist, and a “Your set, your story” insert with three quick filming beats.
How it showed up on camera:
Steve unfolded the diorama live—LEDs snapped on and chat lit up with “ok that’s sick.” One clip surpassed 2.1M views.
He staged a mini “post-set” shot—placing the towel over the rack—so the apparel felt used, not staged.
Viewers’ top comments: “The pop-up gym is content by itself,” “This makes me want to film my own routine.” We often see interactive boxes drive 2–3x average watch time on the first pass.
Small, human moment: his dog wandered into frame and stole a scrunchie—unexpected prop, instant replay value.
Lesson: Build packaging that sets the scene. When the box becomes a ready-made set, creators spend more time shooting and less time staging.
8. Glossier's "Cloud Cotton" Mystery Launch
Glossier trades on soft aesthetics and community-first drops. For a bath-and-body expansion, the brand leaned into a “cloud” theme with a playful reveal. Beauty entrepreneur and creator Huda Kattan joined a wave of creators who received a soft, candy-sweet mystery package.
What was inside:
Food-safe sealed pouch of pastel cotton candy on top—scented to match the line—clearly labeled “edible layer” to avoid confusion.
Underneath, a cloud-white rigid box with molded, cloud-shaped inserts housing bath melts and body cream.
Soft-touch tissue with a puff print texture, a “Do Not Disturb: Cloud Mode” door hanger, and a satin scrunchie in launch colors.
Peel-and-reveal tab that released a whiff of the product fragrance and a QR linking to a 30-second ASMR “cloud soundscape” for reels.
How creators showcased it:
Time-lapse “eat to reveal” ruled. Huda did a quick cotton-candy tear, then the slow lift of the cloud insert—comment sections filled with “this is serotonin.”
Fans quoted “I can smell this through the screen.” Save rates for ASMR-linked unboxings often tick up 20–30% vs non-audio reveals.
Unexpected moment: sugar stuck to a gloss wand mid-shot, sparking a mini clean-up gag and a second clip—two posts from one box.
Lesson: Multi-sensory wins. Safe, edible toppers and tactile textures prime audiences to feel something before the product demo begins.
7. Supreme's Limited Edition Brick Campaign
Supreme’s brand is scarcity, audacity, and deadpan humor. The infamous logo brick fit the playbook. Creator Bretman Rock turned the simplest object into a maximal reaction—and the internet did the rest.
What was inside:
Kraft carton with a clean red Supreme wrap and a utilitarian spec sticker—weight, dimensions, and the absurd “intended use: paperweight.”
A foam cradle with a removable, low-profile display stand (clear acrylic), plus branded cotton gloves—tongue-in-cheek “archival handling.”
Hologram serial sticker and a tiny foldout “care” card mimicking a hardware store safety sheet.
A red “Do Not Flip” label on the inner lid—of course, he flipped it first.
How it showed up:
Bretman thumped the brick on the table—raw sound, instant meme. Viewers looped that moment in duets and stitches.
Top comments: “Only Supreme could,” “POV: you bought air with weight.” Reaction posts often out-number original unboxings 3:1 on novelty drops.
Postscript: he used it as a bookend in a later room tour. Free long-tail placement.
Takeaway: If your brand equity can carry it, minimal packaging plus maximal concept can outperform high-cost kits.
6. Rare Beauty's "Mental Health Matters" Kit
Rare Beauty is explicit about its mission: beauty as a tool for well-being. Tied to Mental Health Awareness Month, creators like James Charles received a kit designed to spark conversation, not just swatches.
What was inside:
A vintage-inspired suitcase box with a reusable insert—no glued foam—so it could become a keepsake.
Products arranged around a linen-wrapped self-care journal, with gentle prompts and habit trackers.
Seed packets labeled “Plant Kindness,” a mini succulent in a ceramic pot, and a small watering bulb with Rare branding.
FSC-certified paper, soy inks, and a QR to the Rare Impact Fund resource page; a printed note from the team (signature from Selena on the card art) to keep it personal without requiring a handwritten note for every send.
How it showed up:
James opened with the “why” before the “what,” reading one journal prompt on camera. The chat shifted from shade names to morning routines—exactly the point.
Viewers replied with their own practices; saves and comments skewed higher than typical product-first posts.
One creator planted the seeds during a livestream and used the pot as a brush holder—practical reuse equals on-desk visibility for months.
Impact: Purpose-led packaging invites deeper stories. Build tools that live beyond the video.
5. Tesla's Cybertruck Scale Model Influencer Kit
Tesla’s industrial minimalism extends to packaging. To stoke pre-launch excitement, the brand sent tech reviewers like Marques Brownlee a scaled Cybertruck experience that doubled as a desk accessory.
What was inside:
An outer shipper with industrial caution marks and a simplified “Delivery” label to echo Tesla logistics.
A molded pulp cradle housing a die-cast Cybertruck model with working headlights and a Qi wireless charger built into the truck bed.
A VIN-style serialized plaque, peel-off “delivery film” for the first-scratch moment, and a one-page delivery checklist mirroring the full-size process.
Cable management tucked under a false floor; a tap-to-open NFC card launching AR specs overlays for on-camera b-roll.
How it showed up:
Marques filmed it like a real handover: checklist, film peel, feature test. The peel moment carried the highest retention—satisfying by design.
Comments: “The most Tesla thing is packaging that’s also a gadget.” Viewers spotted the model recur in later set shots—background placements that keep paying off.
Lesson: Mirror the ownership journey. Packaging that previews the real experience turns the unboxing into a product demo users trust.
4. Pat McGrath Labs' "Mothership" Collection Launch
Pat McGrath Labs treats packaging like couture. For a “Mothership” release, creators such as Desi Perkins received a box that performed on camera as much as the palette did on skin.
What was inside:
A high-gloss black case that unfolded in an origami sequence—each pull tab revealed a new compartment with illustrated lore about the palette shades.
A lenticular, personalized holographic greeting from Pat that appeared as the final flap lifted.
A numbered collector card, magnetic palette stand for display, and velvet wrap to cue “art object,” not just makeup.
A light incense-card insert that released a subtle scent when the inner sleeve slid—multi-sensory, but controlled for filming.
How it showed up:
Desi filmed fingertip pulls on each tab—built-in cliffhangers at every layer. Audience comments: “This is art,” “I’d keep the box on my vanity.”
Surprise moment: a micro-compartment with a mini eye gloss—revealed halfway through—gave her a second, shorter reel with a new hook.
Result: Narrative mechanisms (tabs, layers, lore) make unboxings feel episodic. Collectible packaging extends shelf life on camera and off.
3. Mr. Beast Burger's "Beast Mode" Influencer Challenge
MrBeast’s playbook: turn everything into a challenge. Chef-creator Nick DiGiovanni received a package that kept food hot and content hotter.
What was inside:
A delivery bag that opened into a rigid, insulated “giant burger” container—top bun lifted to reveal nested trays.
Tier 1: Burgers and fries; Tier 2: Challenge cards (Speed Stack, Blind Taste, Build-a-Beast), a sand timer, and disposable branded gloves.
A limited sauce vial with a gold cap (“Beast Heat”) and a “Golden Ticket” card (a few winners unlocked a charity donation in their name).
QR code to a donation tracker where shares unlocked incremental meals—tying virality to impact.
How it showed up:
Nick kicked off with the steam reveal—visual proof the insulation worked—then picked a random challenge on camera.
Audience loved the gamified format; many creators stitched with their own challenge pulls—UGC at scale without extra budget.
Practical coda: he kept the container as a picnic cooler. Packaging that’s useful lives on in future videos.
Formula: Make the box a tool. When the packaging enables the content, creators keep filming long after the first bite.
2. Jaclyn Cosmetics' "Redemption" Relaunch Package
After early quality issues, Jaclyn Cosmetics rebuilt its operation and messaging around transparency. The relaunch kit asked creators to judge the progress, not the past. Stephanie Valentine (Glamzilla), known for blunt reviews, was a smart fit.
What was inside:
Matte-black rigid box; inside lid etched with “You deserve better.”
Reformulated products with visible batch codes, a quality-testing card listing microbial, stability, and wear tests, and a no-questions-asked replacement guarantee.
A microfiber cleaning cloth, swatch cards with numbered spaces, and a QR to a short factory walkthrough showing new QA steps.
A short printed note acknowledging the stumble and outlining changes—direct, not defensive.
How it showed up:
Stephanie opened with the mirror message, then swatched while referencing the QA card—anchoring claims to artifacts.
Comments skewed constructive: “This is how you address mistakes,” “Show me the process, not PR spin.”
Anecdote: she later compared an old sample to the new in a follow-up—side-by-side evidence that kept the story alive.
Impact: Own the narrative with receipts. Packaging that shows the work invites fair scrutiny—and often, a second chance.
1. Apple's Vision Pro "Experience" Kit for Creators
Apple rarely personalizes flash, but it does perfect flow. For Vision Pro, the kit sent to creators like MKBHD turned the unboxing into a guided setup.
What was inside:
A clean white case that opened with a single, watch-box hinge movement—no clutter, just hierarchy.
Components nested in the order you’d actually use them—headset, bands, power—each with a small icon and QR to a short, creator-specific demo clip.
A microfiber, lens insert case, cable wrap, and pull-tabs placed where the hand naturally goes for camera-friendly “peel” moments.
No overt personalization beyond per-kit QR IDs—on-brand restraint that protected the reveal.
How it showed up:
Marques followed the layout step-by-step—no searching, no jump cuts—so viewers learned as he unboxed.
Peak retention landed on the film peels and “fit check.” Comments: “This is a tutorial disguised as packaging,” “Only Apple makes cardboard feel premium.”
The kit later appeared in studio b-roll—background proof the experience was intentional, not a one-off.
Explosion: Design the box like the product. If the unboxing teaches proper use, creators make fewer mistakes—and audiences feel ready to buy.
What Makes Unboxing Experiences Go Viral
After analyzing these campaigns, several patterns emerge:
Personalization wins every time. Whether it's custom tissue paper with faces or personalized holographic messages, influencers can't resist sharing content that feels made just for them.
Interactive elements extend engagement. Packaging that unfolds, transforms, or requires assembly creates natural content opportunities beyond the initial reveal.
Story-driven design builds emotional connection. The best viral unboxings don't just contain products: they tell stories that influencers want to share with their audiences.
Functional packaging adds value. When custom packaging serves a purpose beyond the unboxing (like Tesla's charging pad or MrBeast's insulated container), it becomes part of the long-term brand experience.
How Your Brand Can Create Viral Unboxing Moments
You don't need Apple's budget to create memorable unboxing experiences. The key is working with a fulfillment partner who understands that packaging is marketing, not just protection.
Start with your story. What narrative does your brand tell? Your packaging should reinforce that story at every touchpoint.
Think beyond the box. Consider inserts, tissue paper, stickers, and additional items that complement your products while creating Instagram-worthy moments.
Plan for video content. Design your packaging with vertical video in mind: layers that build suspense, colors that pop on camera, and elements that create natural pause points for influencer commentary.
Make it personal. Even simple touches like handwritten thank-you notes or region-specific packaging details can make influencers feel valued.
This is where partnering with a boutique 3PL like Rogue Fulfillment becomes invaluable. We don't just stuff products in boxes: we create experiences. From custom inserts to personalized kitting, we understand that your packaging is often the first (and sometimes only) physical touchpoint between your brand and your customers.
The Bottom Line: Packaging Is Your Silent Sales Team
Every viral unboxing campaign shares one truth: the experience matters as much as the product. In a world where influencers receive dozens of packages daily, the brands that stand out are the ones that treat unboxing as an art form.
Your packaging tells a story, creates emotions, and provides content opportunities: all before your customer even uses your product. When you work with a 3PL partner who gets this, you're not just shipping products; you're shipping brand experiences that influencers can't wait to share.
Ready to create unboxing experiences that go viral? The secret isn't just great products: it's great packaging that makes every customer feel like an influencer getting their first PR box.