MyHeritage – Unboxing as a Marketing Strategy
Even before MyHeritage launched their first tangible product they provided their customers with an emotional experience. The company creates family trees, connecting people with their relatives and providing insight on their genealogy, helping millions around the world understand where they come from.
When the company launched their first product, DNA testing kits, it was sure to provide an emotional experience as well.
The packaging on the testing kits serves that exact purpose and gives opening the package and using the product an added value and unboxing experience. The package includes everything required for testing, including swabs, test tubes, a pre-stamped envelope for shipping to the lab, and of course detailed instructions on how to use the kit.
Online, tens if not hundreds of organic, unsponsored videos with over a million views combined can be found where creators test the DNA kit. Inevitably, the videos all present the “unboxing” of the packaging as part of the experience. In the case of the DNA kit, the packaging design and user experience serve a direct purpose in creating a connection between the brand and the customer.