Clarion Communications, a UK-based PR agency that has worked with major brands such as Unilever, Cathay Pacific, Aldi, and Wickes for nearly four decades, has formalized its influencer gifting operations with the launch of GiftWorks, a dedicated division addressing the growing demand for genuine, cost-effective influencer engagement. 

The new unit, launched in April, specializes in connecting brands with relevant influencers through strategic gifting rather than traditional paid partnerships.

“We had seen a massive market need for authentic and also really cost-effective influencer engagement,” explains Gabrielle Hurn, Head of Digital at Clarion Communications and leader of the GiftWorks division. “Many brands are really feeling the pressure of rising influencer fees. Coupled with that, consumers are becoming more and more savvy. They’re seeing paid ads from a mile off, and they’re really prioritizing genuine reviews and genuine endorsements.”

While Clarion has executed influencer gifting campaigns for years, the creation of a separate division represents a strategic change driven by client needs and market opportunities.

“By having that proven influencer model, existing and growing influencer database, and a successful track record because we have been doing gifting for so long, it means we’re able to help our clients by alleviating their time, but then also making their budgets work harder,” Gabrielle explains.

The dedicated team structure brings multiple advantages that weren’t possible under the previous arrangement. “That dedicated and focused team that creates deepened relationships with influencers enables us to scale that to meet the growing demand,” Gabrielle says. The specialization also improves impact, “making sure that we’re able to maintain such a high conversion rate of people who are receiving gifts to posting content.”

The new division serves brands across both B2C and B2B sectors, seeking genuine advocacy without the premium costs associated with traditional influencer marketing.

“When you’re gifting an influencer, you’re giving them the freedom to genuinely experience the product and tell their story authentically,” Gabrielle explains. “That leads to more trust from the influencer and the consumer, which is arguably the most valuable currency when it comes to influencer marketing.”

This approach differs from traditional paid partnerships, where influencers are contractually obligated to promote products in accordance with specific guidelines. By removing these constraints, GiftWorks helps brands foster more genuine connections with both influencers and their audiences.

The division’s method is built around three interconnected pillars: connection, experience, and amplification.

How GiftWorks Creates Value

The first pillar focuses on matching brands with the right influencers based on thoughtful analysis rather than surface metrics.

“It goes beyond follower count,” Gabrielle says. “You can’t just look at those vanity metrics. You need to go deeper into the audience demographics. Who are they? What are their values? What content do they engage with?”

For B2B gifting, the approach shifts to identifying key decision-makers and industry influencers whose professional interests naturally align with a client’s offerings. “It’s about identifying those kinds of key decision makers or industry influencers who naturally intersect with the client’s offering,” says Gabrielle.

The second pillar transforms ordinary products into shareable experiences that motivate influencers to create content voluntarily.

“When it comes to what you’re actually gifting, you have to think beyond just the product,” Gabrielle advises. “As exciting as new launches are, you need to create an experience around it, an event, or a feeling that you’re looking to evoke.”

Gabrielle cites Clarion’s work with discount grocery giant Aldi as an example. Rather than simply sending new food items to influencers, the team creates curated boxes that might include ingredients for a themed meal or exclusive early access to limited-edition products.

“The key is personalization,” Gabrielle says. “Making that influencer really feel valued and giving them something that they want to showcase to their audience. It transforms that everyday item into a must-have moment that really drives that social buzz.”

The final pillar extends the value of influencer-generated content beyond the creator’s immediate audience through strategic repurposing and paid promotion.

“Once you do your influencer gifting and you have that really authentic influencer content, you can then leverage it across multiple platforms, whether that’s earned media or digital advertising,” Gabrielle explains. “You can explode it to maximize that reach and impact.”

Gabrielle shares a successful example with a British touring company: “We worked with an influencer and gifted them a touring experience, and then, because we developed such a great relationship with that influencer, we were able to ask if we could leverage that content through paid advertising. We reached over 330,000 people with it, which is obviously much bigger than the original influencer’s audience.”

How GiftWorks Measures Success

GiftWorks’ measurement framework enables clients to understand the full impact of their gifting campaigns across multiple key metrics.

“In terms of measurement, things that we look at are reach, engagement rates, website clicks, engaged sessions on the website, sentiment analysis, and of course, conversion, sales, and lead generation,” Gabrielle says.

According to Gabrielle, the division has already achieved an 85% conversion rate, i.e., the percentage of gifted influencers who create and post content. “We’ve had feedback from clients about massive percentages of sales increases off the back of gifting alone. And they can directly link those two.”

She points out that gifting content is particularly effective for paid promotion because of its genuine nature. “Because the brand didn’t originally pay for the content, it feels more genuine and less like a direct sales pitch,” Gabrielle explains. “People are more receptive to something when they think it’s a genuine recommendation versus a direct sales pitch.”

Growth Strategy and Outlook

With the creation of GiftWorks as a dedicated division, Clarion has established clear objectives focused on expansion and developing new approaches over the coming year.

“Scaling, building out our team and client roster, and also showcasing that B2B potential and our expertise and opportunities there,” Gabrielle explains the division’s immediate focus. “I think there’s a huge untapped potential here and brands are starting to recognise it now.”

The division currently consists of five team members focused on strengthening influencer relationships, developing bespoke gifting experiences, and amplifying content, with plans to expand as client interest continues to grow.

One particularly interesting area the team has identified is what they call “C-influencers,” which are “convenience retailers who are influencers in their own right,” Gabrielle says. “And key for brands like FMCG brands to tap into.”

For brands considering incorporating gifting into their influencer marketing strategies, Gabrielle offers practical advice: “Prioritize authenticity. Don’t just send products to someone with a large following. Invest time in finding the right people. Invest in creating an actual bespoke package and think more about the experience and not just the product.”

She also emphasizes the importance of having a thorough content strategy: “Gifting is just the first step. Once you’ve got that content, really have a clear strategy on how you’re going to leverage it and amplify it and reach an even greater audience.”

“The future of influencer marketing is going down this gifting route,” Gabrielle concludes. “Brands need to be tapping into that. They’re recognizing it, but they have to take it further. And then, off the back of that, you have to explode that content, which is where we are seeing success as an experienced integrated communications agency.”

Subscribe to Our Newsletter

Check Out Our Podcast