The time when brands are not able to create high-quality sponsored content is behind. The idea that luxury brands are built around exclusivity, is only half true. Today many of them are not alien to the sphere of Digital Production. According to the agency Zenith, «high luxury jewelry and watch brands spent 17 percent of last year’s ad budgets on digital, which is forecast to grow to 20.4 percent next year. Both television and magazines percentages, at 32.8 percent and 25 percent respectively in 2015, will fall slightly in 2017». At this time, we suggest you read the Cartier’s case. French House of watches and jewelry ensured that the big moment of its flagship store re-opening on 5th Avenue in New York this September has not remained unnoticed.

Creation of sponsored content is not always the simplest business. But it was second nature to Cartier. For this work the brand has hired The New York Times and Business Insider. The objective was not only to highlight the two-and-a-half year restoration project, but also to include in the storytelling about 170-year history of the brand, using photos, video and text.

To create an attractive longread Carter attracted to the work the T Brand Studio, the Times’ in-house agency. Together they launched «A Classic Landmark for the Modern Age» – the material filled with a large number of new and old images of New York and the Cartier building. The project also includes a 360-degree video which shows the Cartier building sitting on the corner of 5th Avenue and 52nd Street. With this viewer will be able to see all sides of the avenue in the early 1900s and 1970s, and then move to the present. L2’s associate research director Reid Sherard said: «It’s an interesting mix with new and old historical content. A lot of text, digital video, and interactive features. It gives an immersive feel».

Cartier. Sponsored Content


Of course, this work could not be limited to just one video. On Business Insider, Cartier и publisher’s in-house content team created video on five of the classic styles of watches and their origin. Producing engaging content, the company hopes that their audience would be interested in the product and want to explore the material to the end. «Sponsored content allows us to remain in the reader’s environment and provide them with an opportunity to interact with Cartier. We are giving them the option to do so versus forcing it,» – Mercedes Abramo, Cartier’s North American president and CEO, said in an email to


Productive Synergy Lesson

Cartier for several years focused on the production of content, so it tries to interact with the publishers and audiences as closely as possible. This year the company has already collaborated with Refinery29, GQ, WhoWhatWear and PureWow. For the jewelry company is a good tactic. When you cooperate with different editions and brands you have the opportunity to raise different audiences and demographics, who, in turn, has its own preferences and tastes. For example, GQ held a series of interviews in the Q&A style: «The Success Project, What Drives a Man?». They were attended by various “accomplished men” from actor Zachary Quinto to pastry chef Dominique Ansel. All interviews are presented as a single longread. Each individual unit is accompanied by pictures of celebrities with Cartier watches and “shop the looks” of the men’s favorite Cartier items like belts and cufflinks. It is obvious that the target audience – men.


Cartier. Sponsored Content


To help you feel the difference, we offer a look at the synergy of Cartier and Refinery29. They conducted interviews with the New York-based poet and Instagram personality, Cleo Wade. In this case, the target audience is completely different: teenage females. Also changed and the method of presentation: now Cartier demonstrates not watch, but refined and subtle decoration.

Reid Sherard said that Cartier carefully chooses publishers for sponsored content. «It’s targeting a wide audience in hopes they’ll aspire people at different price ranges to save up or visit them. They’re targeting high income publications the same way they would buy print ads in a handful of magazines targeted towards high incomes».

The case, which we discussed, demonstrates how the company hustles and actively develop online digital sphere, attracting a wide audience of his campaign. Cartier is not only the one who is developing sponsored content, storytelling and content marketing. Reid Sherard also mentioned Tiffany as the second leader in this game. As Abramo noticed: «sponsored content is about meeting consumers where they are». So that, it really does not matter whether your audience read a glossy magazine or scroll webpage. People appreciate that brands make their best to create attractive and inviting up-to-date content.

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