Marketing Unboxing Videos for Subscribers and Success
One YouTube channel I have taken particular interest in over the last few months due to their creative marketing methods has been “Derium’s Pokemon”. This channel is primarily for unboxing videos, focusing on the opening of Pokemon trading cards. There are a few other aspects to the channel such as general information, event coverage, news, behind the scenes, and store promos, but the majority of the content on the channel is focused on opening up packs of trading cards.
While unboxing videos is not particularly new, what sets this channel aside from all the other Pokemon product openers out there is the sheer scope in which the crew at Derium’s opens product. The main reasoning for this is that the channel was made to support their trading card shop, and serves to be their main platform for marketing. This means that Derium’s is able to open up much more product compared to the average Pokemon card unboxer, due to the fact that Derium’s is connected with a distribution network.
Derium’s began by opening one sealed box of cards per day, each of which has an approximate value of $90 US per box. Opening an entire box is something that most casual players of the game dream of, but are often unable to do because of the price. This YouTube channel successfully appeals to all of the players out there, (especially younger children) who aren’t able to afford to open that many packs of cards in a single sitting. Derium’s marketing strategy is to open large quantities to provide viewers with excitement and a “wow” factor with every daily video release.
In addition to this, the crew at Derium’s have scaled up their already large-scale unboxings after passing the 100,000 subscriber mark by occasionally opening 1,000 packs or more (each box contains 36 packs), with one video showing the crew opening up 6,000 packs which is equivalent to 167 boxes valued at over $15,000 US. This marketing strategy of taking unboxing to the extreme has been highly effective in gaining subscribers for the YouTube channel, which drives more traffic to their card shop.
Finally, one of the most impressive marketing strategies that the crew at Derium’s YouTube channel have done is by holding large giveaways each month, with a product being given away for each day in the given time period. The effective marketing strategy comes from their giveaway conditions, whereas a user must subscribe, like, and comment on a video before their entry is valid for the raffle. This is extremely effective in boosting engagement with videos and the YouTube channel, which provides more exposure and more revenue for the creators.
The genius aspect of this strategy is that these giveaways generally appeal to younger children who don’t have money of their own to buy large amounts of Pokemon cards, so they are hopeful of winning a full box or other sealed product from the giveaways. From viewing the comments on the videos, the majority of users are younger children who believe they will win, and are inevitably upset when the winners are released and they do not see their names. Despite this, users continue to boost up the analytics for Derium’s YouTube channel, with the ever hopeful dream of winning a free prize.
