Results and Effectiveness

Cartier grew its Sina Weibo fan base exponentially, hitting 30,000 new fans in a few hours on launch day, more than 100,000 new fans in total (significant when most luxury brands barely exceed 100,000 fans). We generated more than 55,000 social mentions on Weibo while achieving more than 3million video views on Youku – highest ever achievements on both platforms. Annecdotal feedback from Cartier indicated that immediately during the month after, customers walked into the various boutiques asking for that very ring featured in the short-film and interview, with specific mentions about re-calling the product visual, celebrity, and short-film

Creative Execution

Community was set as the heart of the campaign: the short-film was unveiled for the first time on Sina Weibo. We then executed the first ever live social press conference on the Weibo platform. After the social press conference ended, where journalists logged in with their social IDs, PR coverage was immediately in effect. A 45min live Weibo interview was done with the heroine of the film where more than 1,000 questions were received from both Cartier fans and non-fans. Additional content, in the form of behind the scenes footages, video production & photo stills, were made available on Weibo in a specially made campaign app. Hash tag identification was rolled out on all Weibo content for ease of discovery. During the interview, users could view questions directed to the celebrity from other fellow users, action on them, making a completely engaging experience that involved the brand, celebrity, and fans.

Insights, Strategy and the Idea

Cartier is the leader in the Bridal category in China and was looking to reinforce that position with its first major jewelry launch in China in the past 2 years. Chinese people tend to marry at younger ages (23-27) so had to find a creative solution that involved maintaining the luxury image integrity of the brand while making the new product feel accessible. Through our LUXE study, it highlighted the influence of celebrity, content and digital platforms in influencing luxury consumer purchase intention. These findings inspired our idea. To create an engaging and personal experience while driving talkability beyond the boundaries of the brand. A romantic short-film was developed that featured a well known Asian actress. The combination of celebrity effect, and emotional short-film story telling provided the base for all the Social Dimensions to take motion.