PR Packages: The Complete Guide for Brands (2026)
Short answer: A PR package is products a brand sends to a creator so they can try them and show them. It works best when the creator has said yes before the package ships, when you have agreed on what is expected and when you measure the result. Don't forget two rules in Sweden: the post must be labelled as advertising, and the products can be taxable.
Unsolicited or agreed PR package?
There are two ways to send PR packages, and they give very different results.
Unsolicited: you send to creators who don't know the package is coming. Cheap to start, but many packages are never shown. Some end up in a wardrobe, others in a video about "things I got but never asked for".
Agreed: the creator has said yes, knows what is coming and what you hope for. Fewer packages, but almost all of them reach someone who wants the product.
For a smaller brand, agreed packages are almost always better. Every product costs money, and you want it to land with someone who will actually show it.
What does a PR package cost?
More than the product. Count:
The product at purchase or production cost, not retail price.
Shipping and packaging, including a card and any extra presentation.
Your time to find, contact and follow up with creators.
Tax: if the creator has no F-skatt (Swedish business tax registration) and receives products worth at least SEK 1,000 from you during the year, you as the brand pay employer contributions on the market value. That is just over 31 percent for most people. See the tax guide for brands.
Step by step: a PR package that gets shown
1. Decide how you will measure
Before anything ships: what counts as success? Number of posts, reach, traffic or sales. Give each creator their own discount code or a link with UTM parameters, or you won't know what drove what.
2. Choose the right product
Send what you want to be known for, ideally a bestseller, in full size. Sample sizes rarely make good content and signal that the product isn't that important.
3. Find creators who fit
The audience has to match your customers, not just the creator's style. Read how to find the right influencers for a checklist.
4. Agree in writing
Write down what you have agreed before the package ships:
What you hope for: a post, a story, a video, or just an honest opinion.
Roughly when.
How the ad should be labelled, for example "Reklam från @yourbrand" at the start of the caption.
Whether you want to use the content in your own channels or ads. That needs the creator's permission, so ask in advance.
5. Make the unboxing worth filming
A handwritten card with the creator's name, nice packaging and a short note on why the product exists. No script. The more freedom the creator has, the more believable it gets.
6. Ship on time and follow up
Avoid major holidays when parcels sit around, and think about season: sunscreen sells better in May than in November. Check in a day or two after delivery to ask if everything arrived. Don't nag about the post.
7. Measure and repeat
Collect results per creator: did the post happen, how did it do, how many used the code. Invite back the ones who delivered best. A creator who likes the product often does even better the second time.
Common mistakes
Sending to the wrong audience. A fitness supplement with a creator who mostly does interiors is wasted.
No expectations. If you hope for a post, say so. Vagueness disappoints everyone.
No tracking. Without a discount code or link you don't know what you got for your money.
Forgetting the label. An unlabelled post is your responsibility, not just the creator's.
Forgetting tax. The value adds up per creator over the year.
Measure the result
Posting rate: share of creators who actually posted. Track it from your first campaign so you have something to compare with.
Cost per post: total cost divided by number of posts.
Engagement: likes, comments, saves and shares per post.
Traffic and sales: through discount codes and UTM links.
Content value: what would it have cost to produce the same photos and videos yourself?
How to send PR packages through Unwrappa
Publish a product campaign. Add the product and its value, number of spots, deadline and the profile you are looking for. The free plan covers one active campaign with up to three spots.
Write your expectations in the description. What you hope for, when, and how the ad should be labelled. That way every creator knows the terms before applying.
Choose among the applications. You see the pitch, niche and follower count and approve only those who fit. So far, brands on Unwrappa have approved about half of the applications they have decided on.
Ship. The address is shared automatically when you approve. Mark the package as shipped so the creator knows.
See the result. Once the creator has posted, they add the link to the post in the app, and you confirm the collaboration is complete.
Unwrappa is not a party to the collaboration. What you agree on, the labelling and the tax are up to you and the creator.
Frequently asked questions
Does the influencer have to post about the product?
Only if you have agreed on it. A PR package without an agreement is a gift and the creator decides. If you want a post, say so clearly before you ship.
Does a PR package count as advertising?
When the package is sent as part of a collaboration and the creator makes a selling post, yes. Products count as compensation. The post must be clearly labelled, see the ad labelling guide.
Do I have to pay tax when I send PR packages in Sweden?
You might. If the creator has no F-skatt and receives products worth at least SEK 1,000 from you in a year, you pay employer contributions and report it in your employer declaration. If the creator has F-skatt, they handle the tax themselves.
How many PR packages should I send?
Start with five to ten creators who have said yes. That is enough to see what works without tying up too much stock.
Can I use the creator's photos in my ads?
Only if the creator has agreed. Settle in advance where, for how long and whether it covers ads. On Unwrappa you can set usage rights in a UGC campaign.
Sources (in Swedish)