NC State Social Media Final Project; A Holiday Campaign for Cartier, "The 12 Days of Cartier."

1. Holiday Campaign
KaitiStGeorge,CarolineDutour,ChandlerMills,GuanruFeng,
LaurinePoutrain,CarolAnneHenry,MariusQueste

2. Brand Positioning
Established heritage of high quality jewelry and watches
1. 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 lifestyle
2. Its classic and traditional design is timeless which defined for itself a very special niche market of elite
loyalists.

4. 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

5. 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?
Twodistinctaudience:

6. 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

7. #CartierSocialPromotion continued...
https://www.pinterest.
com/laurine2109/12-days-of-cartier/
Why?
⇛ Storytelling
⇛ Huge potential, fast growth
good way to make people buy
When 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

8. #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