Zappos embraces brand storytelling with #ImNotABox campaign

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

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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.

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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.”

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