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

http://www.youtube.com/watch?v=GL4gfBi57Rk

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