Holiday Campaign

Kaiti St George, Caroline Dutour, Chandler Mills, Guanru Feng, Laurine Poutrain, Carol Anne Henry, Marius Queste

Brand Positioning

Established heritage of high quality jewelry and watches1. Founded in 1847: rich and strong history of producing high-quality and timeless luxurious jewelry and

watches, “jeweler of kings and the king of jewelers” 2. “Driven by a constant quest for excellence in design, innovation, and execution, the Maison has

successfully managed over the years to stand in a unique and enviable position, that of a leader and pioneer in its field”

“Elegance and Perfection” perfectly captures the very personality 1. Its elegance comes from its prestigious, rich and distinctive history of excellence, catering only to the

rich and famous elite characterized by a luxurious and elegant lifestyle2. Its classic and traditional design is timeless which defined for itself a very special niche market of elite

loyalists.

http://www.youtube.com/watch?v=n9AZUAYLFKg

Social Content Creation - Video series

-12 teasers, 1 end product

-Centered on married couple

-Agency/internal content: created by the brand

-Follows one storyline

-social media platforms

-easily shared/searchable

Content

Distribution

Target Audience ● Inspiration users: from 25 years old, active social media users: Instagram,

Pinterest, Twitter, Facebook. ● Product consumer target: 30+ years old, novice or medium user of social

media, married couples, Cartier customers, urban and high income.

- The inspiration users are part of Cartier community, they desire or have already purchased Cartier product, they will aggregate the videos.

- The target consumer will be attracted by the values and product within the videos and finally offer gifts to their partner.

Why?

Two distinct audience:

Community Management Cartier’s community manager will actively engage the social media platforms to promote the new Clé de Cartier watches to our two target audiences. By starting our campaign on December 1, these audiences will share our stories leading up to Christmas, prompting gift purchases. Our community manager should aim to participate across all social platforms to generate maximum awareness and exposure, attracting aspirationals that are interested in luxury jewellery and watches.

Through our 12 Days of Cartier campaign , we aim to:

● Drive community engagement by more than 10.6‰ on Facebook, based on evidence provided by “The Proposal” Cartier movie created in february 2015

● Actively engage with fashion bloggers to carry on conversations about Cartier on social media platforms

#CartierSocialPromotion continued...

https://www.pinterest.com/laurine2109/12-days-of-cartier/Why?⇛ Storytelling

⇛ Huge potential, fast growth good way to make people buyWhen and How?⇛ Whenever we want and as much as we want. No limitation

How much?⇛ Promoted Pins System with CPM

⇛ Advertising Launch

Why?⇛ Reference - 1.23 billion users all over the world

⇛ No limit of letters

⇛ Google Indexation

When?⇛ Anytime between 9am and 7pm / Wednesday and Friday

⇛ 1pm: most shares / 3pm: most clicks

How much?⇛ Bid System with CPC or CPM

Why?⇛ Advantage of retweets - immediate word of mouth

⇛ High visibility - 100 million people tweet every day

⇛ Fast, Free and Efficient

When and How?⇛ Midweek and weekends between 8am and 7pm

⇛ Less than 100 letters per tweet + pictures + hashtag

How much?⇛ Promoted account

⇛ Promoted tweets

#CartierSocialPromotion continued...

Why?⇛ We already have 1.8 million followers

⇛ We can post video clips as well as still images

⇛ Ads look native

When and How?⇛ Optimal times are 2 am, 5 pm, and 10 pm

Twice a day, clip and teaser post for tomorrow

How much?⇛ Average cost per 1000 video views; $3

⇛ $12,000 for 25 days = 4 million views

Why?⇛ Engagement; 70K subscribers and 87.5 million views

⇛ Easily shareable videos

⇛ Pre-Roll ads are effective; highly targetable

When and How?⇛ Post one video per day for the campaign

How much?⇛ Pre-roll ads cost up to 10 cents per view (only pay for a view) for first 12 days. 1 out of 10 “view” 9 “impressions

⇛ $50,000 = 500,000 views 4.5 mil impresions

Why?⇛ Bloggers connect brands & consumers in an authentic way

⇛ Bloggers come with their own crew

When?⇛ Bloggers post native content, including behind the scenes looks

⇛ Post everyday about the vids on their various social media platforms

How much?⇛ Negotiable, up to $300,000