This presentation was made as a final project for the Social Media course at NCSU's Global Luxury Management Program. The goal was to create a holiday campaign for the renowed jewelry and watches brand, Cartier. Disclaimer: This presentation was created as part of the Global Luxury Management Program at NCSU's Poole College of Management. All thoughts and opinions are our own.

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
Objectiv
e

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

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

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

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

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

19. Data - Current Engagement
RateWhat 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

22. Closing Page
Twitter: https://twitter.com/cartier
Instagram: https://www.instagram.com/Cartier
Snapchat: CartierOfficial
Facebook: facebook.com/cartier.usa

23. Example of ContentSmile By Cartier