According to Marketing Daily, French jeweler and watchmaker Cartier has chosen to kick off an online campaign for its latest collection, Love by Cartier, on MySpace.
“Blogs, group(s) or individual Web sites are no longer the signs of a new era, but are an established reality for a whole new generation,” said director of international communications, Corinne Delattre. “As a large brand, we must be able to communicate to this new generation of adepts of the digital world.”
According to a recent Forrester Research study, only a third of the world’s premium brands sell their goods online. But that’s a mistake, Forrester concluded, as about 80% of high-net-worth consumers–with annual gross income and assets of at least $500,000–use the Internet daily, and regularly buy products online.
In its first few days of existence, Cartier’s MySpace campaign has attracted some 100,000 visits, and “friends” like Sting.
