Influencer marketing agency launches dedicated gifting division
Indie influencer marketing agency Ernest Agency has launched a dedicated seeding division for its clients across Australia and New Zealand.
The offering, Ernie, is designed to revolutionise the practice of influencer gifting – or seeding – and solve the challenges that have traditionally been faced to achieve better scale, relevancy and authenticity.
Tim Rasbash, founder of Ernest Agency and Ernie, said for as long as influencers have existed, seeding has too as it is a great solution to achieve social proof, with creators under no obligation to give positive reviews.
“This means that the resulting content is 100% authentic,” he said.
Ernie has begun working with Mutti
“However, we know the challenges that most seeding agencies face can be how to achieve scale and relevance.
“Most businesses are unable to effectively fulfil and track content from their mass seeding efforts. Whilst influencer marketplaces can help, more often than not, they are largely made up of micro influencers whose every other post is #ad or #gifted.”
Ernie will identify and pitch to discover creators that are hyper-relevant to a brand, and put the product in their hands to generate fandom, fame and endorsement.
Going beyond standard gifting practices, it will create handpicked influencer lists tailored to the brands and their audiences. It aims to simplify the process of monitoring influencer collaborations, automatically tracking content and providing brands with real-time data.
Ernie has begun executing seeding campaigns for brands including Sony Electronics, Hill Smith Wines, Good Drinks, Mutti, Dyson and Bush Harvest.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Ernest Agency
Ernie
influencer gifting
influencer marketing
influencers
seeding
Tim Rasbash
UGC
user generated content
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