In an effort to gain relevancy with a younger generation, Cartier celebrated the revival
of their 1980s classic Panthére watch with a party at Indochine.
But just throwing a party isn’t enough to engage Millennials in a meaningful way.
We came up with a holistic plan to recruit attendees, surprise and delight them while at the event,
and gave them ways to amplify their experience and their newfound love for the brand on social.
And we garnered 2.2MM impressions from influencer media, exceeding benchmarks by more than 12%.
We began by identifying the right Influencers, giving them instruction on what,
when, and how to post about the event and the brand.
We then tracked posts’ performance and optimized the best ones.
We used strategically curated geo-filters on Snapchat to ensure a line around the block at all times.
Facebook was also an important platform, for generating excitement prior to the event,
attendance to the event, and of course amplification of the event during and following.
The most critical piece of the event was our “Photo Moment,” a selfie that you just had
to Instagram. We concepted and built an entire room that mirrored the inner workings
of the watch. The final output was either a sexy still photo, a GIF, or video.
Overall, the brand received over 2.6MM impressions from social content.
so.much.content.
Social comments were very positive, conveying a sense of excitement for the event,
the photo moment videos shared, and the brand overall. Friends were tagged
which helped awareness & those who couldn’t attend had major FOMO.
Keeping the momentum going, during the event, we were capturing content – a variety
of product and lifestyle assets for paid and organic content for the brand to use long term.
Adding to the cool factor, we brought the party’s DJ’s playlist to the next level.
Jumping on the recent release of Spotify Codes, guests scanned codes tucked in corners
around the party to download a playlist right to their Spotify account.
Not only did this add to the atmosphere and brand credibility, but it also served as
a clever way to lead guests to certain areas of the party… like jewelry try-on stations.
Our SnapChat Scavenger Hunt accomplished several agendas for the brand –
engagement and movement around the space during the party, surely. In fact,
the average session duration was over 5 minutes!
But also, those who completed the scavenger hunt were encouraged to claim their
prize at Cartier’s 5th Avenue Mansion, driving qualified leads to the retail space.
