Art of the Gift Note
By Ari Murray
Dunkin’ gifted an influencer that I follow (@aquired.style). This is a screenshot from an instagram story that she posted.
Being the nosey Marketer that I am, I read the note. There’s one really, really smart thing that Dunkin’ did in this note that I wanted to kindly call to your attention.
If you love the gift + choose to share it on social, we encourage you to tag @dunkin + #gifted 🙂
Why this is special:
When you’re seeding product to influencers that you AREN’T formally partnered with, you kinda need to be really careful with HOW you ask for WHAT you ask for in return.
This is a gift. It’s not a paid deal. The agents aren’t getting their cut. This is what we can refer to as a shot in hell.
So, when shooting our shot, let’s shoot for the moon. Like Dunkin’ did.
🌕 🌖 🌗 🌘 🌑 🌒 🌓 🌔 🌙 🌛 🌜 🌝 🌚
Importantly, we are asking for a FAVOR. The influencer (or whoever the recipient is) OWES US NOTHING.
Rule #1 of giving presents: expect nothing in return.
Rule #2 of giving presents: make it easy to get something in return LOL.
WHAT TO DO (AKA WHAT DUNKIN’ DID) WHEN GIFTING YOUR PRODUCT:
1️⃣. Ask the person if you can gift them. DO NOT SEND UNLESS YOU GET THE GO AHEAD.
2️⃣. Include your offer on the note. 🙂
3️⃣. Give, and take. The copy here says IF YOU LOVE THE GIFT. That is powerful. It doesn’t assume.
4️⃣. IF YOU LOVE THE GIFT, POST IT FOR FREE AND TAG OUR HANDLE AND USE OUR LEGAL HASHTAG. See what they did there?
5️⃣. Hope that whatever you gifted is cool enough for the person to post a VIDEO of it. That’s what happened here. She posted a video and made it a whole thing. The cost of the campaign? 12 donuts.
Are all of our brands Dunkin’? No. So, make your gifts better and bigger and worth posting. If you only seed to people who know the gift is coming, then you can spend more $ to make it better. Fewer shots at bat with the same budget – but much more effective.
P.S. 6️⃣. The note says CHOOSE TO POST IT. It’s a choice. Not a requirement. Not an expectation. A gift, for a gift.
Reciprocity, BABY. 🌕 🌖 🌗 🌘 🌑 🌒 🌓 🌔 🌙 🌛 🌜 🌝 🌚