Cartier Joins Burberry, LV, and More Luxury Retailers with a Youku Brand Channel

Cartier, the exclusive jeweler and watchmaker, has launched a branded channel on Youku.com, China’s biggest video-sharing site. It joins six other upscale brands – Louis Vuitton, Dior, Burberry, Gucci, Omega, and Mido – in opting to engage with Chinese consumers via Youku as a part of their social media strategy in the country.

Cartier’s branded channel – go take a look, if you fancy it – is a bit sparse thus far, with just four videos that have been watched only a few hundred times; but it’s still in its infancy. Cartier will surely be hoping that their channel proves as popular as Louis Vuitton’s: the LV one, which started in February 2011 when Youku first launched its luxury brand channels program, has well over 100,000 views on some of their videos.

A number of posh retailers have advertised on Youku in the past in more conventional in-video ads – so these channels clearly represent more of a commitment to telling their brand’s ‘story’ in China, and engaging with consumers here.

For your amusement, here’s LV’s most popular video on the site, which gives a sneak peek into their special exhibition currently open at the National Museum in Beijing: