Cartier is launching a charity campaign called "Smile by Cartier" to raise money for UNICEF. They will hold events in New York, Paris, and Tokyo to promote a limited edition jewelry collection. 20% of proceeds will be donated to UNICEF. Social media will be used to promote the campaign and collection using #SmileByCartier. The goal is to raise money for charity and increase brand awareness while acquiring new, younger consumers interested in social causes.
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Cartier campaign social media
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3. 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”
4. “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”
5. - brand awareness + social aspect
- social media rate engagement → 1%
Final goals:
- Give money to charity
- Offer gifts to children for Christmas
Objective
6. 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
7. 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
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11. 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)
12. 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
13. 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).
14. 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
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19. 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/
20. 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 = $20,000
Executive Director = $8,000
Development Director = $8,000
Board Members = $5,000
Food and Drink: $40,000
Venue: $40,000
Decorations: $15,000
Entertainment: $60,000
Offsets:
Volunteers
Sponsorships
Donations (raffle items, etc)
Tickets/Tables
21. 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 Model
Product Revenue & Donation