We partnered with three YouTube Unboxers. Rather than send them yet another product, our box surprised them with an experience they didn’t expect: an interactive journey that explained where the minerals and materials in their devices came from, the conflict associated with them, and what Intel was doing to help.

We partnered with Unbox Therapy, Linus Tech Tips, and Joanne Tech Lover, asking them to film an unboxing video and post it on their YouTube channels. None of them knew what was inside the box we sent before they opened it. The box was full of dirt, sand, and examples of conflict minerals and messaging about where the materials in our devices come from. The box also contained a laptop, which played a video that explained the conflict in the Congo and the importance of purchasing devices made from conflict-free materials. Their surprise and reactions to this message were authentic and unscripted as they learned about the issue and Intel’s Conflict Free mission in real time.

Following the unboxing videos, we released content across media channels educating people on the issue and Intel’s mission to create a conflict-free supply chain. We brought the message to arts and music festival Bonnaroo

Our initial benchmark was against the average video views of the influencers with whom we worked. Our campaign outperformed their numbers by 58% total. We performed higher than the average views of Unbox Therapy by 70%, Linus Tech Tips by 29%, and Joanne Tech Lover by 220%. It also gained over 1 million media impressions through press coverage in Media Post and The Drum, which highlighted the campaign’s unique approach to driving awareness of Conflict Free. During the three weeks of our campaign, traffic to our website increased by 100%, as it became a hub for stories of miners whose lives have actually changed because of Intel’s efforts.