As we inch closer to the second half of the year, the marketing calendar starts heating up. Between Father’s Day , Christmas , and a string of major eComm and retail moments , the runway to peak season is now .
And while you might be deep in planning launches, refreshing your creative, or mapping out ad spend - there’s one powerful layer you don’t want to leave out of your 360 strategy: influencer gifting .
Let’s break down how gifting fits into your campaign in a way that’s not just cute and festive - but actually converts .
Start With the Big Picture A strong 360° marketing campaign is all about creating consistent, strategic touch points across multiple channels. Think:
Upcoming product launches or key gifting SKUs Timing around Father’s Day, Christmas, or major retail events like Cyber Weekend Paid, organic, in-store, and owned media This is your brand’s moment to show up everywhere - but in a way that feels coordinated, not chaotic.
And that’s where gifting comes in.
Influencer Gifting: More Than a Moment When you send product to creators, you’re not just hoping for a pretty post - you’re creating real-time, real-life content moments that fuel the rest of your marketing strategy.
Gifting isn’t a stand-alone tactic. It becomes the spark that feeds multiple channels:
Organic social content with built-in trustProduct carousels and PDPs that feel less stock-photo, more scroll-stoppingEDMs that feature creators actually using your productStories and Reels that showcase packaging, unboxings, and seasonal vibesIt gives your campaign texture. It gives it people . And people sell better than pixels.
Why Creator Content Works Because it’s not just what they say - it’s how they say it. Creator content brings authenticity, nuance, and context. It lands where branded content sometimes can’t.
And when you blend it with your paid, email, or PR efforts? You create a content ecosystem that feels relatable and trustworthy at every touch point.
Here’s why it’s powerful:
Consistency: A creator posting your gift reinforces the messaging in your ads.Social proof: When customers see others unboxing, using, or recommending your product, it builds confidence.Real-world relevance: Creator content shows your product in the wild —on kitchen benches, in gym bags, under Christmas trees.The Psychology of Gifting in Action Here’s a fun insight: watching someone receive a gift triggers an emotional response. It taps into mirror neurons and our natural social instincts. We imagine what it would feel like to give - or get - that gift ourselves.
That means when a creator unboxes your product or shares their reaction to it, their audience isn’t just watching. They’re emotionally engaging. They’re thinking:
“That would be perfect for Dad.”
Gifting content doesn’t just highlight the product. It creates a moment around it - and moments are what people remember (and buy into).
Pro Tip: Don’t Wait Too Long The beauty of influencer gifting is that it’s agile and scalable. But that doesn’t mean it should be a last-minute add-on.
If you want to:
Curate the right creators Time delivery before key shopping windows Build a strong content library across multiple formats …then the time to start is now . Especially if you’re working toward Father’s Day or Christmas deadlines.
The Wrap-Up (Pun Intended) Gifting isn’t just about giving, it’s about showing . Showing your product in motion, in homes, in lives. Showing your brand values through the creators you work with. Showing up in a way that’s consistent across every part of your campaign.
And when that showing aligns with your broader marketing strategy? That’s when gifting goes from cute to commercially clever .
Want to kick off your H2 campaign with gifting done right? Let’s make it happen. 🎁
