The invite-only, ‘direct-to-talent’ gifting platform helps start-ups and international businesses get their products into the hands of celebrities and has already gifted to Taylor Swift.
The VIP Suite has now launched, with more than 1,000 celebrities already signed up on the site, to help brands create authentic and long-lasting relationships with talent to shape future influencer marketing strategies.
The platform has been created by UK celebrity consultancy RunRagged, which has more than 30 years’ experience booking talent for adverts, PR campaigns and red carpet events.
The agency developed The VIP Suite after realising there was a better way to match brands with talent, taking inspiration from the way dating sites help singles find love to create a mutual connection and differentiate from traditional influencer marketing platforms.
Emma Usher, co-founder of RunRagged, said: “The VIP Suite is set to change the celebrity gifting industry and make it far more intentional.
“We created it as an antidote to generic influencer algorithms and cookie cutter strategies, improving the scattergun approach currently used by brands in the bid to acquire celebrity endorsements.”
Brands start by creating a gift recipient ‘hitlist’ from VIP Suite’s bank of celebrities. It is then up to the celebrities to express interest back and place an order.
The team behind the platform believe this approach forms the beginning of a powerful authentic relationship, presenting opportunities for organic exposure, as well as insight for future paid-for collaboration with talent.
Once the VIP receives their gift - which can be anything from holidays, hotels and clothing, to laser eye surgery, mattresses or a year’s supply of chocolates - the brand can expect anything from feedback, testimonials, organic social posts, press mentions and the opportunity to call the talent a ‘fan’ of their brand.
Emma continued: “The direct-to-talent platform not only gets a brand’s product directly into the hands of celebrities, it helps them identify their fans to create a much more authentic working bond, providing them with insights they can nurture and grow.
“It creates strong talent relationships that will ultimately make a brand’s future marketing more powerful, adding that all important credibility in what can often be a very cynical space.”
The VIP Suite has been in development over the past year in a testing phase and to date, brands from Champneys Spas, Dr Martens, Focus Clinics, Leesa, BIRD Restaurants, David Lloyd, Oasis and the Israeli Tourist Board have gifted to talent.
The platform has already gifted to chart-topping musicians, including Taylor Swift and Rita Ora, world-famous models including Jourdan Dunn and Cara Delevingne, social media stars from Zoella to Fleur de Force, much-loved TV personalities and champion sports people with hundreds of transactions happening every month.
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