Post on 21-Mar-2017
transcript
Overview
Fine Watches and Jewelry house, since 1847
170th anniversary celebration in 2017
Expertise, Creativity and Craftsmanship
ART: The Cartier Foundation for Contemporary Art
SOCIAL: Christmas Holiday 2016 Campaign, creation of a social media marketing campaign promoting the social side of Cartier
CHRISTMAS: Happiness, Solidarity, Sharing, Caring, “Magic of Christmas”
“Smile by Cartier” Campaign
- Charity Event
- Limited Edition Collection, limited in time, SMILE Charity bracelet
- 20% of proceeds go to charity, partnership with UNICEF
- Social media content posts: pre, during and post-event until Christmas Holiday
- Using #SmilebyCartier and/or #CartierSmile
Idea “Smile bright like a diamond”
- brand awareness + social aspect
- social media rate engagement → 1%
Final goals:
- Give money to charity
- Offer gifts to children for Christmas
Objective
Opportunity
● Brand Positioning○ Opportunity for consumers to know the “other side of the brand” :
Sharing is caring
● Brand Awareness○ Promotion through different channels and people including elite
customers and influencers
● Sales Growth○ Limited Edition Collection= Demand
● Acquire new consumers○ Target customers that care about giving while buying
Strategy
● Event- Launch of Collection- Nov/ 19○ Event to present “Smile by Cartier” Campaign
■ New York- Metropolitan Museum of Art■ Paris - Cartier Showroom Place Vendôme■ Tokyo- Ritz Carlton Tokyo
○ Brand Ambassador■ Rihanna- Americas■ Marion Cotillard- Europe■ Yoshino Kimura- Asia
○ Rundown■ Cartier Carpet Cocktail & Auction Dinner Party
○ Invitees ■ Find influencers in each of the cities
● Influential people from the Fashion World● Customers● Bloggers● Magazines
Who are we talking to ? Target Market
● Men: 40+, lawyer/politician/financial/businessman, wears suits, 5th watch (Rolex,
Baume&Mercier), gift for his wife, drives luxury car
● Women: 35+, married, children, socialite (gala), buy luxury clothes and
accessories (Chanel, Lanvin), tradition, heritage, excellence, arts lover
● Cartier Buyers (current target market)○ Loyal○ Upper social class: wealthy and
social economic status
○ Buyers of authentic and famous luxury brands
○ Urbanites or big city residents
○ Rich and socially responsible (new target market)
Approach ● #SmilebyCartier
○ Community
○ Gather posts related to our campaign
● Emotional Connection○ Charity
○ Unicef
● Creation of Desire: ○ Special edition
○ Limited time
● Attract Younger Consumer○ Entry-level price bracelet
○ Snapchat
Deliverables
Setting up a partnership with the association UNICEF dedicated to help children.
● Exclusive products : SMILE Charity bracelets, 3 different one in limited edition (young customer, regular, high price)
● Social Media content :
○ 1 post/day on Facebook and Instagram to create content and create the buzz (only professional content by Cartier and Unicef)
○ Live videos on facebook and Snapchat during the main Christmas event + teasers before.
○ Creation of a hashtag #smilebycartier
● Thank you card : send a handwritten thank you card after the event (on January 1st) to explain how each customers helped children and wish them a happy New Year.
We hope to reach 1% of engagement by the end of the campaign (or 78.600 people).
Product ● Three different products: SMILE Charity Bracelet
● Targeting all our consumers
● Limited edition
● Available only during all “Smile by Cartier” campaign
Smile bright like a Diamond limited edition (200 pieces= 1 per store): $12 000 bracelet with 18K gold and 0,54K carat diamond
Smile Bright limited bracelet (600 pieces= 3 per store):
$5000 bracelet with 18K gold
Smile limited bracelet (2,000 pieces= 10 per store):
$800 bracelet with 18K gold and leather
Data - Current Engagement Rate
What does the engagement rate mean?
● Above 1% is good
● 0,5%-0,99% is average
● below 0,5% engagement likely means you
need to realign your messages to that of
your audience’s expectations
Sources: http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/ & http://www.invespcro.com/blog/social-media-engagement/
Budget and Payback Model
Total Social Reach: 7,916,215
Social Engagement (0.41%): 32,456
Conversion (0.59%): 46,706
Campaign Investment: $700,000
The average gala dinner costs $200,000*
Net Revenue = Gross Revenue – Campaign/Gala Costs (Direct and Indirect)
Total guests: 900 $1000 per ticket
Source: nymag.com/nymetro/news/people/columns/intelligencer/11023/ and *.teamworksmedia.com/blog/nonprofit/5-reasons-nonprofits-ditch-annual-gala/
Example of Direct/Indirect costs
Event Coordinator = $20,000Executive Director = $8,000Development Director = $8,000Board Members = $5,000Food and Drink: $40,000Venue: $40,000Decorations: $15,000Entertainment: $60,000
Offsets:
VolunteersSponsorshipsDonations (raffle items, etc)Tickets/Tables
Product Income Donation to UNICEF (20%)
Revenue
Smile Limited Bracelet
$1,600,000 $320,000 $1,280,000
Smile Bright Limited Bracelet
$3,000,000 $600,000 $2,400,000
Smile Bright like a Diamond Limited Bracelet
$2,400,000 $480,000 $1,920,000
TOTAL $7,000,000 $1,400,000 $5,600,000
Budget and Payback ModelProduct Revenue & Donation
Closing PageTwitter: https://twitter.com/cartier
Instagram: https://www.instagram.com/Cartier
Snapchat: CartierOfficial
Facebook: facebook.com/cartier.usa
Example of Content Smile By Cartier