Hoover Mattress Hoover (GIFTED at scale)
A struggling niche product, a mattress vacuum, became a runaway gifting campaign. In this Influencer Strategists session, host Gordon Glenister talks with Frankie Dakin, who leads brand and agency partnerships at Gifta, about scaling micro and nano creator gifting for Hoover, part of the Haier Hoover group. Dakin walks through how the campaign was targeted and briefed, the results it drove, the trust involved in not pre-approving content, and the logistics of shipping hundreds of large boxes at once. The highlights below capture how it came together.
Key highlights
To revive sales of a struggling mattress vacuum for Hoover, Gifta scaled from its usual starting point of 100 creators to 500 in one go, drawn from a network of around 20,000 creators signed up to the platform.
Targeting focused on families, men, homeowners, and cleaning content creators who opt in, supported by premium gift boxes pairing the vacuum with a sleep-hygiene kit, pillow spray, and bed robes, plus a deliberately non-prescriptive brief card to encourage diverse, authentic content.
The campaign produced 767 pieces of content and 3.6 million impressions with a 900% uplift, with quality higher than the typical unboxing and much of it posted on-grid as evergreen content rather than disappearing stories.
The strategy was twofold: gift first and let content come in, then amplify the best pieces as lower-funnel paid to drive site visits and purchases, with several posts going viral.
Gifta does not pre-approve any of the content, a deliberate trust exercise with the client that still delivered authentic results at volume.
Logistics were the real test, since 500 large boxes at once exceeded standard next-day couriers like DPD, so the team brought in larger delivery partners and still shipped on time, a playbook now being reused for upcoming Hoover gifting of blenders and other appliances.
On trends, Dakin points to fast-growing B2B influence on LinkedIn through peer-to-peer recommendation, and above all to smaller creators and niche communities, especially on TikTok, where relevance beats follower count.