Cartier
Re-launching LOVE-Cartier Style
MS&L and Cartier worked together to re-launch the iconic Cartier LOVE Collection. The challenge? Helping Cartier appeal to a younger, more modern audience without alienating its existing clientele. Our research and insight indicated that the best way to reach our younger female target audience was to communicate to them via non-traditional vehicles and influencers. Our multi-phased campaign seeded, launched, and maintained momentum for the re-launch of the collection, and introduced the new Cartier LOVE charity initiative. Our program established June 8th as “Declare Your Love Day," which included an A-list party at the Cartier mansion and a press conference with NYC icons Sarah Jessica Parker and Spike Lee. Our results included more than 130 million impressions to date, broadcast hits on Access Hollywood and CNBC, 64 million web site impressions and branded coverage in international, national and local media outlets.