Benjamin Li
Jan 9, 2013

Cartier uses forum, micromovie to gain 28,000 weibo fans in a few hours

GREATER CHINA - To be more locally relevant and engage with Chinese customers, Cartier has become the first luxury brand in China to hold an online forum in its Sina Weibo page, gained 28,000 fans within a few hours yesterday.

Cartier uses forum, micromovie to gain 28,000 weibo fans in a few hours

To tap the booming bridal market in China, the 165-year-old French luxury brand, which has been active in China for more than 15 years, wants to retell its story to Chinese consumers, riding on French romance as its marketing proposition.

The campaign aims to promote the new Cartier Destinée engagement ring, which will be available in Cartier boutiques in February. 

Different from Cartier’s past media buys, the brand wants to use a more emotional form of storytelling to connect with digitally savvy young Chinese consumers. 

Digitas and Starcom are the agency partners behind this new online campaign.

The micromovie features a well-known Taiwanese celebrity, Michelle Chen, who appeared on an online Weichat hosted on the Cartier site on Sina Weibo, hosted by Chinese fashion blogger Peter Xu.

"We are the first brand to do this WeiTalk activation hosted on our own site, as brands usually use the Sina Weibo WeiTalk platform," Judy Chang, marketing and communications director of Cartier China, told Campaign Asia-Pacific

The microfilm is meant to express romanticism in a Parisian way and were filmed in Paris by Italian film director Luca Guadagnino, known for the film “Melissa" and the Oscar-winning “Amore”.

The online forum attracted more than 2000 pre-registered netizens and more than 950 questions. Cartier China had more than 300,000 weibo fans even before yesterday's event.

 

 

 

 

 

 

 

 

Source:
Campaign China

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