Cartier is a luxury brand founded in Paris in 1847 known for jewelry worn by royalty. The document outlines Cartier's plan to target young professionals and influence social media by photographing influential customers wearing Cartier products at exclusive events to create envy and desire among others to emulate celebrities and attain higher social status. The goal is for Cartier to become strongly associated with social class distinction.

1. By Eric Kanerva

2. What is a Luxury Brand
• A brand for which a majority of it’s products
are luxury goods.
• People spend more time debating buying
luxury goods
• Spend time comparing to other brands
• Typically conduct research online
• Average adult: 1 hour 16 minutes each day on
digital devices

3. Cartier,
“The Jeweler of Kings”
• Founded in 1847 in Paris
• Expanded by the brothers Louis, Pierre and
Jacques
• Based in Paris with sights set abroad.
• Russia-England-India-New York (1909)
• 1904-1939 Royal Patents
• Tiaras for Queens of, Russia, Belgium, Spain, and
England.
• Including Duchess of Cambridge, Kate.

4. Who Wears Cartier?

5. Why is it important who wears them?
• People emulate those who they admire.
• 9.2 Million viewers typically watch the
Democratic debates
• 37.3 Million watched the Oscars
• People care more about celebrities than
anyone.

6. The Plan
• Through a combination of:
– Online blogs
– Inbound Marketing
– Direct Marketing to VIP Clients
• Cartier will establish themselves in the young
professional culture as a brand to be longed
for and cherished.

7. Cartier Spotted:
By Eric Kanerva
In recent news from Cartier they have
begun to release their newest line of
bags for the summer, their Color Your
World collection. Going away from
traditional bags Cartier has
Launched their XS totes in unique vivid
colors. Here we can see Kim
Kardashian sporting a new Cartier bag.

8. Direct Marketing
• Lavish parties exclusively held for more
wealthy and influential customers
• Invite those who could sway thousands to buy
Cartier products at these events
• Photograph them there and whenever they
wear their products
• Post photos and purchases online to show off
brand users and make others more interested
in purchasing

9. Live Like a Celebrity
• By giving people the ability to know what their
favorite celebrities are wearing we give them
the opportunity to match them
• People buying Luxury Gifts want to attain a
higher social status. They attempt to do so by
trying to own or do the same things as their
idols.

10. Conclusion
• By appealing to those who have influence
Cartier will establish itself as the difference
between social classes.
• Something people desire to overcome.