Inside Cartier’s sponsored content strategy

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.