The power of gifting to media
Image from By Charlotte via Flaunter.
In a digital world where inboxes are flooded with press releases and media have to doom scroll to find a story, a well-considered physical gift can cut through the noise and leave a lasting impression.
Gifting to media isn’t just about sending products—it’s about strategically building relationships, generating excitement, and securing authentic earned coverage. Done right, a gifting strategy can create brand loyalty, drive storytelling, and amplify visibility in a way that no ad spend can replicate.
Why Gifting Works
Gifting allows journalists, editors, influencers, and content creators to experience your product firsthand, making it more likely they’ll feature it in their content. Whether it’s a new skincare line, luxury homeware, or a standout fashion piece, tangible interactions with your brand foster genuine storytelling. When the gift feels personal, aligned with the recipient’s interests, and arrives at the right time, it increases the likelihood of coverage that feels natural and enthusiastic rather than forced.
How to Create a Gifting Strategy That Gets Results
Identify the Right Recipients – Do your research. Personalize gifts based on the recipient’s beat, audience, and personal preferences. A beautifully packaged candle sent to a travel writer might miss the mark, but a luxury silk eye mask could be a perfect fit.
Be Thoughtful and Exclusive – Limited-edition items, customizations, or personalized notes add a layer of exclusivity and thoughtfulness that sets your gift apart.
Time it Right – Align gifts with key editorial calendars, product launches, or seasonal trends to maximize the chances of media placement.
Follow Up – A well-timed follow-up can turn a gifted product into a full editorial feature, interview, or review.
Track Your Results – Understanding the impact of gifting is crucial for refining future strategies and ensuring ROI.
The Role of Data: Flaunter’s Sample Tracking & Gifting Feature
To truly harness the power of gifting, brands and agencies need to move beyond blind sending and start tracking results. Flaunter’s sample tracking and gifting feature seamlessly integrates into existing PR strategies, providing clear visibility on who has received what, when, and how they’re engaging with it. Excel sheets to track samples are out—Flaunter simplifies the process, eliminating manual tracking and reducing errors. This data-driven approach allows brands to measure the success of gifting campaigns, optimize future outreach, and ensure that samples are reaching the right hands at the right time. No more wasted resources—just smarter, more strategic gifting that drives real media impact.
Make Gifting Work for You
A well-executed media gifting strategy is an investment in relationships and long-term brand awareness. By pairing thoughtful, well-targeted gifts with the right tracking tools, brands can transform simple gestures into powerful press moments. Flaunter makes it easier than ever to not only send but also measure the impact of gifting—because when you know what works, you can do it even better next time.
