Ever had your CTO pitch you a ‘simple’ marketing idea, and the next thing you know, you’re covered in super glue, trying to memorize a Korean wrapping tutorial from YouTube and making friends with a delivery guy just to pull it off? No? Just me?
When I joined Pistachio in January, I expected to spend the first few weeks on typical marketing manager tasks – like brand strategies, budgeting, and getting to know the company. However, a week or so in, our CTO, Zack, came to me with this grand marketing idea he had been sitting on for a while, waiting for the right time and person (spoiler: me) who could help bring his brainchild to life.
The idea was simple (on paper, at least): Send out beautiful, branded gift boxes to potential customers. Inside each box, a nice Pistachio hoodie, a sleek booklet explaining who we are and what we do, and a handwritten card for that personal touch. All neatly wrapped in our signature purple tissue paper and sealed with a branded sticker.
I had to admit that in a world overflowing with digital ads and inboxes full of "pick-me" emails fighting for attention, sending something physical – something that showed real effort – felt like a winning idea. And that’s when the fun began.
A Lesson in Precision (and Patience)
First things first, we had to figure out who would receive these masterpieces. Our sales team quickly pulled together a list of 100 potential customers. Then, it was time to roll up our sleeves and get to work writing the cards and wrapping the boxes.
Now, this wasn’t going to be your typical 'wrap it, slap on a label, and call it a day' kind of job. Naturally, Zack – being Zack – had a vision. After diving deep into a YouTube rabbit hole, he discovered a Korean wrapping technique that turned boxes into perfectly folded envelopes. We opted for craft paper to make sure none of the boxes got damaged during shipping. And a lot of super glue to keep everything in place. If it doesn't make your arms and brain hurt, did you even try?
As a new member of the team, I was genuinely impressed by how everyone in Pistachio jumped in to help. Our office quickly transformed into a full-on gift-wrapping factory, with everyone taking on a role – whether it was folding boxes or mastering Zack’s favorite Korean wrapping technique. By the time we had a mountain of perfectly wrapped boxes ready to go, we all thought the hardest part was behind us.
We’d worked out a good deal with a shipping company that seemed straightforward enough. We just needed to fill out an Excel sheet with the recipient’s information, print the shipping labels, and schedule a pickup time. Easy, right? Yeah, not quite.
Delayed pickups, missed delivery windows, and countless phone calls to customer service quickly turned this “simple” task into a logistical nightmare. Somehow, I struck up a friendship with a driver from the transport company (big shoutout to Shovraz), who became our personal delivery hero, stepping in when the transport company itself couldn’t give us any straight answers. So, with our fingers crossed (and some probably still glued), the boxes finally made their way out the door.
Was It Worth It?
I’ll be honest – I was a bit nervous that all our hard work would be for nothing. What if the boxes were just tossed aside, unopened?
To my absolute relief, the response was overwhelmingly positive. The recipients really appreciated the personalized touch of the boxes and the extra effort we put into making the whole experience special. Sending something personal and physical helped us stand out in a world dominated by digital noise. To be fair, who doesn’t love a good merch? The best part is that I truly believe this campaign reflects who we are as a company – engaging, approachable, and willing to go that extra mile to make every experience with us memorable and valuable. I know, so cliché.
The first batch of 100 boxes went out in February, targeting potential customers in Norway. With the success (and a solid ROI), we rolled out another 150 boxes in May. And now? We’ve taken the campaign international (and yes, we’ve streamlined the process and outsourced some of the wrappings – because sanity is important).
So, if you're reading this and happen to be one of the lucky ones holding a beautiful envelope-looking wrapped box from Pistachio, just know that a lot of care went into it. And if you're not – well, you might just want to keep an eye on your company’s mailbox.
