Cartier wanted to inspire appreciation for the brand amongst millennials and saw an opportunity to use its iconic, nail-inspired “Juste un Clou” jewellery collection to engage this demographic.  Using the nail as a symbol of individuality, we called for consumers to #NailYourselfDown and boldly define themselves. Fronted by Lu Han, one of China’s hottest male pop stars, the campaign generated 100 million views within 24 hours of its launch which was followed by consumers creating their own related content.  This approach gave the brand a fresher appeal among younger audiences, which in turn helped drive sales up dramatically.

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