Cartier Surnatural High Jewellery Collection Launch.

Project Goal:

For Cartier's first ever High Jewellery exhibit outside of Paris, they wanted to make it the talk of the town. And the whole of China.

Summary:

Even without Covid-related travel restrictions, regular consumers don't usually have access to Cartier's High Jewellery collections. Cartier wanted a way to drive awareness to it by creating a halo event for the brand.

The brief from Cartier was to reimagine live-streaming for the luxury industry. We we weren’t going to sell anything during the live-stream and it was purely show and tell.

This translated to a exclusive exhibition at Yicang Art Gallery in Pudong, Shanghai, two gala dinners complete with live performances and a jewellery show, and a slew of campaign support on social leading up to a two-hour long LIVE stream on TMall. With an all-organic approach through a push via social channels, over 100M viewers tuned in, resulting in countless online impressions and conversations. And the awe of China's consumers.

To put that into perspective, Louis Vuitton’s live-stream on Little Red Book got only 15,000; while Chloe’s Tmall live-stream got just 62,000. Burberry’s Live 2021 SS fashion show on Tmall accumulated 280,000,000 views in total—a record breaking feat for brands live-streaming on Tmall. However, that came with a lot of paid ad support as well as a 3-day warmup show on Tmall.