A major European luxury house sought to build a global gifting strategy grounded in cultural relevance rather than reach alone. The mandate required identifying influencer profiles across multiple regions, spanning micro, mid-tier and macro tiers, with a consistent emphasis on creative and cultural alignment with the house's universe.
The intervention required going beyond standard influencer databases to identify profiles whose work, aesthetic and cultural positioning would resonate authentically with the brand. For each region, the selection criteria prioritised cultural legitimacy, creative coherence with the house's identity, and a minimum follower threshold, deliberately avoiding the logic of pure visibility in favour of profiles whose presence would carry meaning within their communities.
The output was a curated regional mapping of profiles, structured to give the house a diverse and deployable roster for gifting activations across markets.