Sponsored content can be difficult for brands to achieve. It’s not typically in their DNA to produce content and it can be a fine line between story-telling and feeling like traditional advertising. But Cartier is one brand betting big on it.
When the French luxury jewelry house re-opened its flagship store on 5th Avenue in New York this month, it made sure that the big moment didn’t go unnoticed online. Cartier did this by hiring The New York Times and Business Insider to produce sponsored content around the two-and-a-half year restoration project, as well as incorporating the brand’s history in the storytelling using text, photographs and 360-degree video. To read the rest of this story, visit Glossy.co.
More in Marketing
Ahead of Euro 2024 soccer tournament, brands look beyond TV to stretch their budgets
Media experts share which channels marketers are prioritizing at this summer’s Euro 2024 soccer tournament and the Olympic Games.
Google’s third-party cookie saga: theories, hot takes and controversies unveiled
Digiday has gathered up some of the juiciest theories and added a bit of extra context for good measure.
X’s latest brand safety snafu keeps advertisers at bay
For all X has done to try and make advertisers believe it’s a platform that’s safe for brands, advertisers remain unconvinced, and the latest headlines don’t help.