Sonny Angel Doll Unboxing Video and Promotional Culture

1. PROJECT OVERVIEW

 

1.1 Situation

Sonny Angel dolls have been on the market since 2005 but have become more popular recently, the hashtag itself (#sonnyangel) on TikTok has gained 21.3 million views (TikTok, n.d.). Fans, including Bella Hadid and creator Naomi (@pincessnomi), showcased their collections and unbox videos, reach over 90K likes and more creators joining the collector community (O’Neill, 2023).

 

In addition, most videos about Sonny Angel dolls display the creators unboxing the dolls. This is because the blind box packaging makes buyers showcase their random dolls. Mowlabocus (2020) explained that unboxing content has become a new form of advertising. This is due to the creators’ video, which serves as motivation for the journey of discovery and passing product information to their audience.

 

This video approach aims to educate users and creators on social media platforms like TikTok about the new medium of advertising. It does this by showing how unboxing videos and establishing genuine connections with businesses are integral parts of the promotional culture (Wernick, 1991; Craig & Cunningham, 2017).

 

1.2 Target Audience

Using Sonny Angel dolls as a case study to inform and invite conversation about the topic of promotional culture and unboxing activity. In this video it is intended for audience that are familiar with the activity, topic, and active in social media. To have a clear description of the targeted audience, audience persona is created in Table.1 below.

 

Demographics	–       Age: 18-25 –       Gender: Female (primary) and male (secondary) –       Education: Undergraduate –       Occupation: Active students and office workers –       Income: $65,520 – $95,250 per year Social class: Middle to high class
Geographics	–       Country: Queensland –       Resident: Brisbane
Physiographic	–       Hobby: surfing the social media –       Personality trait: High level of curiosity and like to socialize –       Source of information: Social media (TikTok, Instagram, Pinterest, X) –       Lifestyle: Constantly joining the latest trend
Behavioral	–       Social media time spent: 95 minutes per day > –       Online shopping activity: Avid, 2-3 times per month
	Persona:

Table 1. Audience Persona

 

2. STRATEGY

 

2.1 Goal

By using the Sonny Angel trend as a case study, the video is intended to brought conversation about the audience experience of being exposed to unboxing videos and their reaction to this specific video content. The goal is to use social media to educate the public about how their online activity and content production affect consumer citizenship and promotional culture (Hearn & Elgar, 2020). With the thought that the information can help the audience reassess their consumption decisions in the future especially for younger audience.

 

2.3 Tactic

For this video, the approach to reaching and engaging our target audience involves a compelling combination of, visual and minimal textual elements. Through an engaging unboxing video, we’ll demonstrate the concept of unboxing on social media, visually depicting the process while providing key insights through on-screen text. To further enhance understanding, relevant images will be integrated, offering a richer context to the theories discussed.

 

In the video caption, we’ll strategically incorporate hashtags like #Sonnyangel, #Unboxing, and #FYP to align with TikTok’s algorithms, optimizing the content’s visibility on users’ “For You” feeds, where preferences and history are considered (TikTok For Business, 2023). Our strategy increases the likelihood that our content will be seen by our target audience by using TikTok’s algorithmic preferences, which promote active participation and message understanding (Collie & Wilson-Barnao, 2020).

 

3. EVALUATION

 

3.1 Measurement and Metrics

The analytical tools from TikTok will be used to assess the efficacy of this video. The predetermined goal approach will serve as the focal point for the main metrics used to evaluate its effect. More specifically, the video is meant to get at least 1,000 views and 10 comments in the first five days after it was posted. We anticipate that these remarks will be directly related to the topic at hand, with an emphasis on the Sonny Angel pattern.

 

The logic behind these measures is derived from a tried-and-true method presented by Lawlor (2012). Lawlor’s method emphasizes creating encounters and feedback through well-thought-out tactics. The video aims to engage viewers and spark discussions about the relationship between unboxing and promotional culture, fostering a deeper understanding of social media advertising dynamics.

REFERENCE

 

Collie, N., & Wilson-Barnao, C. (2020). Chapter 11: Playing with Tik Tok: algorithmic culture and the future of creative work. In The Future of Creative Work (pp. 172–188). Edward Elgar Publishing.

Craig, D., & Cunningham, S. (2017). Toy unboxing: living in a(n unregulated) material world. Media International Australia, 163(1), 77–86. https://doi.org/10.1177/1329878×17693700

Hearn, G., & Edward Elgar Publishing, publisher. (2020). The future of creative work?: creativity and digital disruption. Edward Elgar Publishing.

Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2021). Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising, 41(1), 78–100. https://doi.org/10.1080/02650487.2021.1964226

Mowlabocus, S. (2018). ‘Let’s get this thing open’: The pleasures of unboxing videos. European Journal of Cultural Studies, 23(4), 564–579. https://doi.org/10.1177/1367549418810098

O’Neill, S. (2023, April 6). Taking comfort in Sonny Angel dolls. The New York Times. https://www.nytimes.com/2023/04/06/style/sonny-angels-dolls-tiktok.html#:~:text=Sonny%20Angel%20dolls%20have%20been,her%20Instagram%20earlier%20this%20year.

#sonnyangel | TikTok. (n.d.). TikTok. https://www.tiktok.com/tag/sonnyangel?lang=en

TikTok For Business. (2023). How brands can use storytelling to improve ad memorability | TikTok For Business Blog. TikTok for Business. https://www.tiktok.com/business/en-US/blog/brands-storytelling-ad-memorability?redirected=1

Wernick, A. (1991). Promotional culture?: advertising, ideology, and symbolic expression. Sage Publications.

 

Video

Craig, D., & Cunningham, S. (2017). Toy unboxing: living in a(n unregulated) material world. Media International Australia, 163(1), 77–86. https://doi.org/10.1177/1329878×17693700

Mowlabocus, S. (2018). ‘Let’s get this thing open’: The pleasures of unboxing videos. European Journal of Cultural Studies, 23(4), 564–579. https://doi.org/10.1177/1367549418810098

Wernick, A. (1991). Promotional culture?: advertising, ideology, and symbolic expression. Sage Publications.