How Cartier entered the market with a false start and came back again with the strong foundation of Chinese partners. Clearly brand building takes time and they've done a brilliant job of doing so, before ruining it with their recent Destinée campaign. More on that here: http://julianaloh.com/site/?p=7832

1. Luxury in China
Case Study: Cartier
1

2. “A beautiful creation is recognised as such by any client
around the world. Our strength stems from the consistency
and continuity of style – a rich aesthetic expression fed
from over 165 years of creation. It would be unthinkable
and detrimental to our maison to try and alter our creation
process seeking to cater to specific clients. The same goes
for our brand building. We strive to spread the same values
worldwide.” - CEO & President Bernard Fornas
2

3. “More than 60 per cent of China's millionaires surveyed in the report
named travel as their favourite leisure activity. Travel also accounts for
close to a third of the millionaires' average annual spending of
$277,000.” - The Chinese Luxury Traveller 2012.
3

4. 4

5. Mediums of Communication
• Global TVC campaign
• Advertising on NY Times China http://cn.nytimes.com June 2012 when
the site first launched
• MSN partnership on Love collection campaign (which launched in 2006)
• Weibo (Chinese twitter) & youku (Chinese version of youtube)
• Cartier full collection exhibitions Shanghai 2004 and Beijing 2009
• CSR Charity Love bracelet Campaign
5

6. QuickTime™ and a
H.264 decompressor
are needed to see this picture.
6

7. Cartier ads on the landing page of The New York Times
China site to push its Tank collection.
Clicking on its ad takes consumers to the Chinese Cartier
Website. June 2012
7

8. Cartier MSN China Partnership for the
“Love” Collection
Brief: Raise brand awareness and target young couples, white
collar workers 25-35 years old.
“How far will you go for Love?”
•MSN China has over 80 million monthly unique users and Live
Messenger has over 37 million active users.
• Microsite built for MSN China Luxury channel with Microsoft
technology
• Celebrity endorsements: artist couples including Jingtian Ruan
and Xinru Lin (ABS crew), Liangying Zhang, Yixiang Gao and
Cheng Ji
8

9. UGC inviting users to share definition of Love on MSN
9

10. 10

11. 11

12. 12

13. Local Hong Kong Celebrity Khalil Fong
For Cartiers “How far would you go for Love?”
QuickTime™ and a
decompressor
are needed to see this picture.
13

14. Cartier China on Youku
“About 70 percent of the content on Youku is trademarked,
while only 30 percent of the content is user-uploaded.” －
Mr. Shao. Director of international public relations for
Youku, Beijing.
14

15. Global TVC uploaded 6 months ago ，
total of about 160,000 views
Weibo:
276,982 fans,143 posts
Text
15

17. Art Meets Culture/Heritage
“The Art of Cartier” Cartier Treasures @ Forbidden City
Cartier exhibition, Shanghai 2004 Beijing 2009
“King of Jewellers. Jewellers to Kings“
17

18. Charity Love Bracelet 2006
Global Cartier “Love day”, 10% of the sales of this bracelet goes to different adopted
charities every year.
18

19. In Conclusion:
•Govt relationships are key to successful campaigns/events
•Heritage, history and culture when presented in the right way proves successful
•Digital/online is a key medium to reach out to our target Chinese audience
•Celebrities endorsements work
•Be the opportunistic leader in new channels
•CSR programmes with local communities
19

20. Opportunities

22. The End