Story-Starting Swag

More often than not, companies invest in swag that’s more like a walking billboard. While this may make sense for some brands - though I’m having trouble thinking of an example where it actually makes perfect sense - most brands should opt for more subtly brand or unique expressions that their customers need or want to use. The items should align with the target customer’s personal aesthetic and lifestyle in order to become part of the person’s identity, or at least, a social media post or conversation. Ideally, these subtly branded items are more of a brand reminder than a brand billboard.

For example, Fall 2020, we produced a Brand Box campaign for Spotify. The purpose was to spread the word to artists and media about their new “cool country” playlist, Indigo. Spotify had these amazing, locally sourced bandanas , but their team wanted the presentation to be more cohesive and well-rounded.

We helped guide them through the process of curating, designing, and acquiring other subtly branded local products from a copper banana tie and a Ranger Station candle to an iron-on patch and hand-made denim sleeve by Handy Dandy Productions. Inside, a note sewed a thread through the story of the box and each product inside. The Insta-worthy boxes themselves were designed locally by Lauren Ledbetter and produced by Uppercut Box Company.

The box included a QR code that unveiled the Indigo playlist so that guests could light their candles, pour a glass of whiskey, and fall into the playlist. Because of our intentional approach to the product pairings, packaging, and overarching story, we created at-home brand interactions for the recipients as they opened the boxes. We didn’t just throw swag in a box, we curated a personal event for recipients.

In addition to the Spotify kit, we’ve collaborated with partners like HRI Properties on box projects for brands like Hyatt and Marriott too. You can dive deeper in that project by checking out this case study and this Instagram spotlight.

Here are our top swag tips:

Think of the Box as a Vehicle for Action Steps

Swag should be part of your marketing and sales funnel. You’ve temporarily won the attention of your stakeholder and need to guide them forward into the next layer of brand interaction. Consider a tag with a QR code that drives traffic back to a landing page with digital content or to social media where they can post and engage with the brand online. Swag shouldn’t just be stuff, it should be a door that opens to more.

Subtle-ify Swag

Subtle swag is more likely to be used, enjoyed, and kept. Consider focusing on a fun, eye-catching pattern, mark, or saying with a smaller brand-identifying element. This creates an item that people are proud to display or use that also reminds them of your brand or their personal brand interaction.

Start Stories with Swag

Aim for swag that’s more likely to land on a shelf than in a trashcan. What does the recipients wardrobe or environment look like and how does this swag item fit into that picture? When people ask them about the swag item, what is the brand story that you want the target customer to tell in response?

Pair + Package

Consider a few purposefully paired and packaged items to optimize the impact of your budget. By aiming for quality over quantity, the experience will be more memorable for the recipient. Opening a box of intentional swag is like a kid on Christmas morning - the experience is elevated above and beyond the individual items by the presentation of the total package together.

Minimize Carbon Footprint

As we’ve mentioned, a lot of swag ends up in landfills or at best in the back of a drawer as a layover for its future in a landfill. By thoughtfully tailoring your swag to the recipient instead of aimlessly approaching it based on what’s been done before or what it’s expected to look like, your swag is more likely to stick.