Cartier Hainan Campaign

Campaign: Cartier Hainan Campaign

Company: EternityX Marketing Technology Limited

Client: Cartier

Project Summary:

Chinese New Year is a popular period for Chinese audience’s domestic travel and consume, and Cartier sees it is a good opportunity to boost on travel retail business. China Duty Free store will be convenient for tourists to purchase products from Cartier, so it is essential to deliver the message Cartier’s products are available in CDF store. 

The goals of this campaign are to increase the brand awareness, and let consumers realise Cartier has online flagship store on CDF website. Also, attract consumers in Hainan go to CDF store. 

In the step of execution, we use multi-dimensional targeting strategies to precisely reach Cartier’s target audience and customized integrated marketing solution to maximize campaign results. Firstly, we refined the targeted audience segment to high-income, frequent business class travelers who have high interest in luxury goods and have previous track records of frequent spending on these items. Secondly, we have also distributed ads to consumers that show up near airports, ferry piers, train stations, high-end hotels in Haikou and Sanya in Hainan or nearby locations. Thirdly, we also focus on retargeting consumers who had visited China Duty Free Group’s official website to recapture their interests and enhance conversion. 

We focus on the right channels and ad format that can help the campaign meet the goals. Such as splash ads, full-screen ads, WeChat Moments ads are some of the often-utilized mobile ad formats. 

Accurate analysis of target audience and their media habits allowed the campaign to far exceed expectations. 

Background:

In 2020, the actual total sales of duty-free stores in Hainan Province exceeded 32 billion RMB. Major brands are hoping to seize this opportunity to increase sales while raising brand awareness. Chinese New Year is a popular time for Chinese consumers to travel and spend money in China, and Hainan is undoubtedly a popular destination at a time when they cannot spend money out of the country due to the impact of the epidemic. Duty-free stores will be more convenient for tourists to purchase products, so Cartier chose to spread Cartier's products in Chinese duty-free stores to promote conversion with precise exposure.

Objective:

Cartier launched an array of campaigns during the Chinese New Year period featuring its luxury items in the China Duty Free to promote awareness and convert duty free shoppers.

Execution:

With an innate understanding as to Cartier’s brand value and needs, we focused on targeting Chinese tourists who are visiting Hainan during the Chinese New Year holiday. Integrating our very own consumer-related data points and third-party data, we refined the targeted audience segment to high-income, frequent business class travelers who have high interest in luxury goods and have previous track records of frequent spending on these items.

On the other hand, since geography plays an important part in creating targeted campaigns, we have also distributed ads to consumers that show up near airports, ferry piers, train stations, high-end hotels in Haikou and Sanya in Hainan or nearby locations.

Furthermore, retargeting the right audience group is critical in a successful campaign. As such, we also focus on retargeting consumers who had visited China Duty Free Group’s official website to recapture their interests and enhance conversion.

Picking the right marketing channels is key in successful marketing campaigns.

We focus the campaign on mobile as tourists rely heavily on smartphones and tablets while traveling. Splash ads, full-screen ads, WeChat Moments ads are some of the often-utilized mobile ad formats. In addition, dynamic video ads are used as users are highly engaged and attracted by this ad format.

Ads are primarily distributed on apps that feature trending videos or news or on utility apps that are commonly used by tourists. Moreover, we also focus on targeting audiences who are already in Hainan, encouraging and prompting them to visit and purchase in duty free stores.

Results:

Owing to the strategic analysis of target audience, the result of campaign got an outstanding achievement:
◦ Over delivered 10.3% Impressions than expected
◦ Over delivered 81.9% quality traffic than expected
◦ Overall CTR is 64.5% higher than expected