Objective:Introduce Cartier to a younger audience, not as something affordable but as something desirable eventually. Improve the brand image that it is not a cold hearted unattainable brand but a brand that is both sophisticated and warm and fits in with the TA’s lifestyle.

 

Execution: Cartier's mascot is the leopard. With the extinction of the clouded leopard in Taiwan, have Cartier team up with WWF in saving these wild cats by having a portion of profits be donated to the funding conservation of the wild cats on the brink of extinction. Those who purchase a certain amount of Cartier items may redeem a plush toy and a bracelet that pledges they will help these cats. Media used would be print ads, social media and an extension of Cartier's website. Get the TA involved by hosting a live stream of an endangered cat and by tweeting they can interact with it, feeding it, for example.

USP: Cartier believes “There is charity and there is action, which is not philanthropy. Action for Cartier is not about marketing, it is a credible commitment to a cause ”