Clarion Communications Launches Dedicated Influencer Gifting Division ‘GiftWorks’ to Meet Surging Client Demand

Leading Consumer and B2B PR and digital communications agency, Clarion Communications, today announced the launch of GiftWorks, a dedicated influencer gifting division. This strategic move comes in response to the rapidly growing demand from clients seeking authentic and cost-effective ways to connect with their target audiences. GiftWorks will leverage the agency’s proven track record of gifting success, which currently boasts an 85% gift-to-content conversion rate amongst micro and macro influencers – demonstrating that brands don’t always need to pay influencer fees for impact.

Amanda Meyrick, CEO at Clarion Communications said: “We’ve seen a significant increase in clients recognising the power of influencer gifting. Many brands are unsure how to execute it effectively, and our new GiftWorks division provides a comprehensive solution – from identifying the right influencers to crafting memorable experiences and amplifying their content for maximum impact, including earned media coverage generation. In today’s landscape, audiences are increasingly influenced by authentic recommendations, with a significant majority prioritising genuine, unpaid reviews when making purchasing decisions. GiftWorks is designed to help brands tap into this.”

GiftWorks will encompass a dedicated team of five led by Head of Digital, Gabrielle Hurn. The division’s approach to influencer gifting focuses on three key pillars:

• Connections: Understanding the influencer’s audience, values, and style to ensure authentic brand alignment.
• Experience: Crafting gifting moments that are genuine, personal, and shareable.
• Amplification: Maximising influencer content through paid ads and earned media coverage generation.

“Influencer gifting, when done right, is a powerful and cost-effective marketing tool for both B2C and B2B brands,” adds Amanda Meyrick. “Clarion has already been working on gifting strategies for the likes of Aldi, Cathay Pacific, JDE and Soreen to name but a few. Having a dedicated division will enable us to help more brands unlock the full potential of this strategy including B2B brands – leveraging key decision makers and industry influencers, often overlooked in traditional marketing approaches.”

Source: Clarion

  Amanda Meyrick, Clarion Communications, GiftWorks