Hello We Are created a new way to give presents with a well-designed box that encouraged users to share stories, not purchased gifts. We created this video series to show the product in action. We used what we called "The Pet Rock Strategy". We knew we couldn't sell the box, so we sold a new ritual.
We invited people to share their own stories and used social media to spread the word. We aggregated content on Medium using posts like this one (which I wrote).