Knack curates personalized gift boxes for corporate and personal gifting. Founded in 2014 in Seattle by Laura Jennings, it serves B2B and DTC buyers with concierge support.
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See all ads on AdLibrary →Knack is a Seattle-based curated gifting marketplace founded in 2014 by Laura Jennings. The platform serves both corporate clients seeking branded gift boxes and individual consumers looking for curated personal gifts. A concierge service helps corporate buyers design custom boxes for employees and clients, differentiating it from catalog-style gifting platforms.
Knack operates a dual-channel paid strategy: B2B campaigns on LinkedIn targeting HR and procurement managers, and DTC holiday campaigns on Facebook and Instagram for personal gift buyers. Corporate ads emphasize customization and white-glove service; consumer ads lead with product discovery and curation quality. See Knack ads on AdLibrary for current creative.
On Meta, Knack focuses on consumer gifting windows — holidays, birthdays, and corporate gifting season (Q4). Ads feature beautifully styled gift box photography with product detail shots. Targeting layers include gift-buyer behavioral segments, small business owners, and HR manager interest groups. Gifting occasion angles (thank you, appreciation, holidays) are used across creative variations.
Consumer copy: 'Gifts so good, they'll ask where you got it' and 'Curated for people you actually care about.' Corporate copy: 'Show your team you mean it' and 'Custom branded gifts with a personal touch.' Product close-up photography showing premium items inside open boxes is a reliable creative format.
Knack's dual B2B/DTC model is a useful case study in segmented messaging. The corporate buyer cares about customization and ease of procurement; the consumer cares about curation and discovery. Serving both with tailored creative, rather than a one-size message, improves conversion efficiency across both channels.
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