Cartier Winter Tale
Spend Christmas with Cartier…
Content aggregation is the act of bringing together various types of content with a similar topic, grouping them together with no additional commentary or annotation. Aggregation provides a high level overview of what’s going on in the online world related to that topic. Some tools like Google Reader or Google Alerts provide this service. But the most trending and emerging example of a content aggregation platform is Pinterest.
Pinterest allows people to gather content on user-adjustable boards. They can then share their aggregate content with their own circle, through social media. Pinterest is really easy to use, it only takes a few minutes to create and/or save content on a board. A lot of people are using Pinterest as a way to save inspirations, such as outfits, hair styles, make-up, home decor, wedding ideas… But there are also people that uses it to create “Gift Ideas”. It represents a great way for brands to share their products and special campaigns for special events.
I choose to take Cartier as an example. They are making a very good use of Pinterest, as they currently have 18 boards, and are followed by more than 11k people.
The magic of Christmas season easily lends itself to the prestigious and enchanting image that luxury brands want to give. Several brands are opting for enchanting universe to tell us about their brand and their products.
This applies in particular to Cartier, as since a few years, they are offering us a magical Winter Tale when winter is coming (Yes, I love GOT).
Their Christmas campaign, featuring panthers (totem animal of the brand) is an ode to magic; the magic of a season, the magic of a brand that for decades surprised us with the beauty and precision of its art, the magic of a mysterious and powerful animal, but also the magic of technology, which once again, magnifies the story of a brand with an amazing visual realization.
They also engage intensely in Pinterest during the Christmas period. One really amazing thing they do is releasing one picture of their special collection per day for the Avant Calendar, directly on their Pinterest page.
Choosing this particular brand and campaign made it really easy for me to find Pinterest content I wanted to share. Below is a Pinterest board I created for the occasion. I was able to find lots of different content for this brand, because they created some by themselves but are also very known. Therefore, it is so easy to pin pictures about the brand. The board can easily look good because the pictures are very nice and directly related to their Christmas campaign. We can see gifts everywhere, and we are just wishing they could be for us.
Cartier find the way to enchant us with poetic and touching stories that gives us the want to drag our shoes under the tree, praying that Santa Claus won’t forget us this year. If he does, I hope those little cute guys won’t!
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management.
