To address Cartier HK’s challenge of engaging the GBA audience without encroaching on Cartier CN and Macau’s customer base, we collaborated with Tongcheng (同程), China’s top online travel booking and ticketing app with 500M+ users. Utilizing its user data and integration with RED (Xiaohongshu), we would target users planning trips to Hong Kong, then deliver paid ad posts (featuring our KOL creative assets) to entice this specific audience to shop at Cartier HK’s boutiques.
STEP #1: KOL SOURCING
Vincci and Tina were selected from a shortlist of five KOLs for the campaign. Based in Hong Kong with huge followings in the GBA, they were chosen for their alluring qualities, reputable backgrounds, and active involvement in Hong Kong’s luxury and fashion industries. That, along with their 5+ years of consistent engagement on RED, made them the perfect fit to showcase Cartier HK's boutique experience.
STEP #2: CREATIVE PRODUCTION
Our creative approach entailed two photoshoots, each producing 16 photos and a highlight video showcasing a Cartier boutique in a vlog-style format tailored to resonate with each KOL’s unique audience. To maximize engagement on RED, we understood the significance of crafting captivating ad copy alongside our video and photo assets. Through extensive research, we identified the most popular Cartier products among customers from Mainland China and seamlessly integrated these product mentions into our ad copies, creating compelling calls-to-action that enticed visits to Cartier's HK boutiques. The final step in the stage was publishing our posts on RED.
STEP #3: MEDIA AMPLIFICATION (TONGCHENG & RED)
Using Tongcheng's integration with RED, we targeted our posts to two groups of users interested in visiting Hong Kong: Pre-trip users based on recent booking behavior and mid-trip users based on location. Our targeting was further narrowed down to the 90 million registered users in Tongcheng’s platinum membership tier, who have higher average spending of ￥50,000+ per year on the app. To maximize our reach, we strategically boosted our posts during weekends, taking advantage of peak user activity. And by refining our targeting based on location, age, gender, and interests, we ensured that we reached the ideal audience at the right time.
STEP #4: DRIVE FOOT TRAFFIC & SALES
Upon stepping into the world of Cartier at its HK boutiques, interested customers could then indulge in immersive shopping. Whether they were looking to treat themselves or find the perfect gift for that special someone, Cartier’s range of products had them covered. But that’s not all—they could also take their pick from the finest selection of luxury products, including the opportunity to be among the first to try on Cartier’s latest CLASH collection.