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.
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
