Amidst desperate housewives and feuding celebrities, The House of Cartier premiered “L’Odyssee de Cartier“, a three-and-half minute “ad-film” artfully recounting the house’s 165-year legacy of haute joaillerie. Featuring supermodel Shalom Harlow, giant elephants, dazzling cities, and a beautiful montage of fanciful jewels, the movie’s real star was the sleek panther, Cartier’s longstanding icon.
To announce and celebrate their cinematic achievement, Cartier embarked upon a multichannel marketing odyssey that spanned email, social media, display, and television. After kicking off their movie release with an exclusive premier hosted by the brand at the Metropolitan Museum of Art in New York on February 29th, Cartier leveraged email as the primary marketing vehicle to announce the premiere. In the days leading to March 4th, “Save the Date” emails were sent that directed clicks not to its site, but rather to its Facebook page, which featured a specific “L’Odyssee de Cartier” tab offering fans a preview of the film, behind-the-scenes footage and exclusive stills. During and post network release, Cartier launched a campaign-specific microsite highlighting the making-of, original score, and the legacy of the iconic panther. In addition to the Sunday night premiere, Cartier also aired the film during Monday morning’s The Today Show and purchased interactive display ads on the New York Times’ and New York Magazine’s websites.
Cartier’s multichannel strategy appears to have worked in getting the cinematic jewel international attention and acclaim: the movie received press coverage in multiple prominent periodicals including The Telegraph, Forbes, and Brand Channel. The day before the premier, Cartier’s Facebook fanbase saw a 2.7% one-day growth spike in fans, almost 10 times their February daily fan growth rate of 0.3%. Additionally, campaign-related content on Facebook resonated with their fans; the four posts leading up to and announcing “L’Odyssee de Cartier” garnered an average Facebook interaction rate of 0.61%, almost three times their average recorded in L2’s Digital IQ Index: Watches & Jewelry. Additionally, as a brand with relatively low Twitter chatter (largely due to their inactive Twitter handle @Cartier), they were able to achieve a Twitter conversation rate of 0.04% (from an average of almost 0.0%), to a lasting high hovering around 0.02% through Monday morning.