BRAND EXPERIENCES

Seeding Success: Unpacking Memorable Brand Experiences With Seeding Kits

By Elliott Owusu

Elliott Owusu

Branded influencer seeding kits cater to the growing consumer demand for authentic and personalized connections in today’s saturated digital world. This relatively new advertising strategy unpacks creative ways to align brand identity with influencer appeal, strategically capturing and resonating with new target audiences.

At SGK, our brand experience experts worked with General Mills on its “The Cereal Man” campaign and seeding kits, which generated metrics surpassing 74 million+ impressions across TikTok and Instagram. This, alongside many other examples, illustrates how marketers can redefine engagement in the digital age through a hand-in-glove collaboration with influencers by amplifying individuality through seeding kits.

From pop-up events to enhanced online shopping experiences, including mobile, brands must innovate to develop and maintain consumer interest. The upward trend of engaging user generated content has unlocked new avenues for how marketers resonate with audiences.

Brands should consider fulfilling consumers' insatiable thirst for content by incorporating seeding kits into their marketing strategies. They lend unscripted creative control to brand ambassadors, many of whom have hundreds of thousands of daily content viewers, allowing them to design customized goods that effectively embody their mantra. In doing so, brands spur deeper connections with their icons and inspire more profound relationships with the brand itself.

The design versatility of a seeding kit lends itself to the promotional goal of any marketing strategy. Kits could include wearable or consumable merchandise, limited edition collectibles, and forthcoming new product releases. The experience of opening the packaging creates excitement and encourages the user to discover a variety of branded goods. Sharing these unboxing moments on social media also drives brand attention at a much lower cost than traditional advertising mechanics.

Building a content calendar around product launches, brand ambassador milestones, and high-traction social events (Olympics, X Games, Oscars, Grammys, and the Super Bowl, to name a few) offers a myriad of entry points for brands to share seeding kits with their ambassadors.

SGK recently partnered with Nike for a product seeding kit for gymnast Jordan Chiles in celebration of Jordan becoming an official athlete and a nod to her road to the Paris 2024 Olympic Games.  While Jordan does not have any limited edition product or footwear (just yet), she chose her favorite items from Nike’s Holiday 23 collection and SGK collaborated with her to customize each product to reflect her personality. The kit unboxing garnered 140,000 Instagram views in December alone.

Similarly, SGK supported Michelob Ultra in celebrating Serena Williams' illustrious career with a unique influencer seeding kit, releasing 100 limited-edition packs of 24 cans, each commemorating a major title from Williams' iconic tennis career. This innovative approach paid tribute to Williams' achievements, extended brand visibility beyond the storefront, and engaged consumers by weaving products into the fabric of culturally significant moments.

Branded seeding kits amplify authentic consumer brand connections in an increasingly competitive digital landscape. Whether celebrating a sporting hero like Serena Williams or highlighting a new product, leveraging influencers and their reach provides another avenue to showcase your brand. By incorporating seeding kits into your marketing strategies, brands can create cost-effective, impactful moments across multiple touchpoints.

 

Elliott Owusu
Elliott is an accomplished Business Operations Manager with a focus on Sales Operations and Enablement, holding a Bachelor of Arts degree from Georgetown University with a minor in Marketing. Elliott brings a wealth of expertise in optimizing sales processes and driving internal strategic initiatives, offering a distinctive combination of business acumen and creative marketing insights support growth and leverage SGK’s value proposition for prospects and existing clients alike. His dedication to innovation and efficiency positions him as a valuable asset in streamlining sales workflows and enhancing overall business performance. Committed to achieving success, Elliott leverages his expertise as a Business Operations Manager to guide businesses towards SGK solutions through strategic optimization and forward-thinking solutions.