October 5, 2012
Jeweler Cartier is the inaugural partner for the new BrandVoice effort by Forbes, a campaign that allows brands to tell their stories through custom video content on the publication's site.
Cartier will run three videos from its “Cartier EntrepreneurVoice: Make Your Move” effort that features prominent entrepreneurs. The videos will run this month through February.
“We all know the absolute power of video media for all brands, as it’s always a success when properly executed for marketing and promotional purposes,” said D. M. Banks, director of Director, DMB Public Relations, New York.
“In this particular example of focusing on the successes and words of wisdom from entrepreneurs, it’s sure to be successful and well-received with the many entrepreneurs in the market today, and the extreme focus on small businesses during this current election,” he said. “In both cases for Forbes and Cartier, when the public looks to your brand for advice, wisdom and guidance, it’s sure to have some ROI effect to the overall value of the brand.
“Forbes and Cartier both cater to the more affluent consumer, and very popular with the younger generation of affluent consumers, entrepreneurs and businessmen/women.”
Mr. Banks is not affiliated with this effort, but agreed to comment as an industry expert.
Neither Forbes nor Cartier responded before press deadline.
Voice of the brand
The videos were conceived by Cartier and produced by Rich Karlgaard, a publisher at Forbes.
The three one-on-one interviews involve an aspiring entrepreneur and established entrepreneur discussing key lessons, challenges, epiphanies, mentors and inspiration.
The first interview is with Jeremy Bloom, a two-time Olympian, former NFL football player and cofounder of Integrate.com, an advertising technology company. He is interviewed by Ben Lerer, cofounder of Thrillist Media Group.
In the second interview, Mr. Lerer will interview David Chang, owner and chef of the restaurant Momofuku.
At the bottom of each video, consumers will see the Calibre de Cartier logo, the main collection around which this campaign is run.
"Powered by Cartier's first in-house automatic movement, the Calibre de Cartier was born of passion, determination, craftsmanship and a pioneering spirit, the same ideals that drive today's entrepreneurs. We celebrate that passion with the Make Your Move initiative," according to Cartier.
Also, the ads on the Forbes Web site are for the Calibre de Cartier collection, which link back to the Cartier Web site.
Cartier's ads on Forbes
Cartier launched the Make Your Move effort in 2011 and this partnership kicks off the second series, according to Forbes.
“I think this effort will add value Forbes regarding their advertising model,” said Brittany Mills, director of client services for B Culture Media, Atlanta. “Digital properties are running out of ways to integrate advertising message naturally for readers/viewers.
“This new concept is truly helping brands to tell their story and might spark the interest of their readers,” she said. “The ads are not traditional in any means and is set up to obtain the attention of readers for longer and by sharing content that is worth sharing.”
If luxury brands partner with a site or publication for content, it is possible that both parties can reap the benefits.
The brand will get content out there on a credible site while the publisher can solidify its position as an authority on the subject.
For example, footwear designer Tod’s partnered with LVMH Moët Hennessy Louis Vuitton’s Nowness blog to publish its Electric Signature video that depicts the image behind the Signature Collection.
The collection includes shoulder bags, totes and clutches in different colors. The video was first published on Nowness, but is also available on Tod’s Facebook page, YouTube account and Web site (see story).
Also, Marc Jacobs marketed a new fragrance line called Dot through ads on The New York Times Web site that link to the fashion label’s ecommerce site. The masthead panels are routinely taken by the Marc Jacobs brand for products ranging from fragrances to handbags (see story).
The fact that this content is found exclusively through Forbes will increase the appeal factor for both the publication and Cartier.
“When well-produced, video and photography are both a very strong marketing tool for these luxury marketers,” Mr. Banks said. “We are all busy and know that an eye-catching photo advertisement or a dynamic promotional video will have the most impact and make the best impression of the brand.
“Being able to incorporate the brand’s logo, color, music/audio effects and a dynamic message in a few short seconds is always a fantastic way to promote a brand’s product and/or services,” he said.
Rachel Lamb, associate reporter on Luxury Daily, New York