An unboxing sells the arrival, not the product. What it captures is the two minutes a customer will never repeat, which is also why it is the least forgiving thing on this list: there is exactly one take.
What to put in the public brief
- That a physical item will be shipped to them
- The countries you can ship to
- That they must be able to receive a parcel and film on arrival
- Whether they keep the item
- Roughly how long between reserving and filming
Keep your address, the tracking and the product identity private. The public brief should not let anyone work out what is being launched.
What to put in the private instructions
Say when to start filming
Before the outer packaging is opened, on the doorstep or the table. An unboxing that begins with the box already open is a demo wearing the wrong name.
Name the moments you need
The seal, the first look inside, the item out of the packaging, one reaction. Four named moments beats a request for "the unboxing".
Say what to do about the mess
Whether packaging should stay in frame, and whether they should show what it looked like afterwards. Sustainability-conscious audiences read the discard pile.
State clearly that there is one take
And that an honest fumble is preferable to a re-staged opening, because re-staged openings are recognisable and undermine the format.
Proof worth requiring
Ask for
The raw file, plus the shipping reference so you can match the video to a delivery you actually made.
Do not ask for
A public post as part of the same task, unless you have priced it separately and written the disclosure. Gifted product plus a post is advertising in every jurisdiction that regulates it.
When this task type is the wrong tool
If the packaging is unremarkable, an unboxing will faithfully show that. Buy a product demo instead and let the product do the work.
If you cannot ship reliably to the markets you want, this task type will produce a queue of reserved spots waiting on parcels. Fix the logistics before funding the campaign.