@SqualorVictoria I certainly agree with what you’re saying. The PR agencies that are involved - CH’s, Space NK’s and the brands included in the box will have signed off who the freebies were sent to and I definitely think there’s a case ‘you’re in my gang’ so regardless of reach they would get the sample / gift. Should have been a bit clearer, my point was a more general one about the reason why there seems to be a blanket approach to sending gifts to influencers - it’s to ensure coverage and engagement. Also there’s sometimes an approach to seeding products that makes the product more desirable if it’s sold out.
The budgets are significant but I doubt they are much different (as a percentage of revenue) than they were when it was all above the line old school advertising as influencer marketing has historically been a bit cheaper (although I am certain that’s no the case anymore).
For a prime spot in Selfridges beauty hall at Christmas they charge 10’s of thousands to be front of store so the money being spent is still huge in other areas too.
Not sticking up for the influencers at all, I’m just trying to look at other aspects.
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