About the company
is a French luxury Maison that designs timeless creations spanning jewellery, watches, accessories and fragrances. The company is headquartered in Meyrin, Switzerland and is a wholly owned subsidiary of the Swiss Richemont Group. Cartier operates more than 260 stores in 70 countries, with three Temples (Historical boutiques) in Paris, London, and New York.
Project Background & Context:
Cartier recently launched TikTok and Snapchat accounts with the objective of reaching younger audiences. The Maison wanted to identify the most strategic platforms to focus on, in order to expand it's efforts to engage with Gen Z and Gen Alpha audiences.
Cartier's statement
What do you think the students brought to the business? Were their ideas different from what you could have achieved if you have conducted this project in-house?
The collaboration with ÐÓ°ÉÂÛ̳ students helped us assess our campaign perception and Social Media brand visibility among a Gen-Z and Alpha audience. The project confirmed our intuition and previous analysis. Additionally, the student groups were able to propose a neutral approach, share qualitative insights, and direct feedback.
How do you think the Business Projects have helped your business?
This assessment also allowed us to tackle the topic of emerging social platforms from a Gen-Z perspective and openly discuss our digital activation from a consumer standpoint.
How will you use the outcomes in your business going forward?
The learnings reassured our digital ambitions and priorities towards these new generations.
Student statement
What was your role in the business project? What were the other roles in your team and how did you work together?
In the first few months of the project, I participated in the creation of a questionnaire for one-on-one in-depth interviews. I also designed the online survey with the help of another member of the team. I oversaw the distribution of the survey using Prolific. Later in the project, I was one of three people doing the survey data analysis, including hypothesis testing and linear regressions.
How did you benefit from working with a Sponsor?
Cartier provided us with very insightful feedback in each meeting. The project also gave us a good first idea of how it was to work as consultants and manage relationships with big clients.
What key skills or knowledge did you learn from your experience, and how will you apply them in the real world?
Coming out of this experience I am more comfortable in professional settings as I progressively learnt to speak up in the meetings with Cartier. I also gained great knowledge and understanding of the luxury market which can be useful in my future career. As I start my career, I will apply everything I learnt whilst working with an international team, which calls for flexibility according to time zones and differences in work cultures.
