Skincare brand Peach & Lily got real influencer promo through unmarked products. With brand promotions on social media often feeling repetitive, Gen Z is tuning out — YPulse’s 2024 Influencers Anonymous report found that 65% of young people skip posts tagged #ad. To break through this, Peach & Lily sent its new serum to creators completely unbranded, with no product name, brand identity, or posting instructions. This “blind unboxing” strategy carried risks of harsh reviews without knowing what brand relationship is at stake, but that was exactly the point. They sent skincare creators the products through an agency, providing only small details about ingredients. The payoff was positive: curiosity-driven, authentic reviews resonated widely with viewers. At the reveal party, the product generated 1M impressions in just two hours, with engagement rates nearly five times higher than past campaigns—no doubt with buzz from creators finding out what they really used. (Marketing Brew)
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