Zappos embraces brand storytelling with #ImNotABox campaign

The shoe company said its new product boxes each have a ‘unique story and purpose.’ Its new effort can inspire other brand managers in their content marketing efforts.

Zappos customers will soon have more reasons to be excited about receiving one of the company’s packages than just the shoes it contains—thanks to the #ImNotABox campaign.

Starting in June, the company will ship its shoes in limited edition boxes that feature template designs that customers can fashion into things, including a smartphone holder, shoe sizer, planter and standup llama.

Kelly Smith of Zappos THINK said in a statement that each box “has a unique story and purpose”:

The Zappos box is our way of being there for our customers, wherever they are in life, as we provide them with the things they need and love. Every box has a unique story and purpose. Not only do we want customers to know we genuinely care about their needs, but we also hope to inspire people to become the best version of themselves and to see the world with a new perspective. We want people in the end to say, “I’m not a box.”

Zappos’ marketing team also released a short film titled “Box Home” to coincide with the campaign:

Brand managers should take note. It’s an interesting move toward brand storytelling—and a compelling piece of content marketing.

“By shifting the focus away from shoes and clothing, Zappos.com and Variable created the film to challenge viewers to not only ‘open up and look inside’ the Zappos.com box, but also themselves,” the company’s press release states.

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