In a society where marriage comes with tremendous financial, material and social expectations, “When should we get married?” becomes the most aching question of couples with love coming to fruition. It is aching, because the “when” is no longer determined only by their love. In asking this question, our young couples are not asking for when their love matures enough - they’re asking for when their career is stable enough, their finances are solid enough, or their social network is approving enough. These are the kinds of questions that hinder couples from getting married, as marriage comes with so much more duties and responsibilities. Yet PNJ believes that marriage should be, more than anything else, a celebration of maturing love.    

It’s however not easy to urge couples to cast aside their psychological barriers to let love be the determinant of their wedding date, as the thought might appear too ideal and whimsical. The only way through which this campaign could earn its credibility is using the authenticity of our influencers’ voices and real cases. We know that influencers have long been an integral touchpoint of this category, as their engagement and wedding have always been a hot topic that receives a lot of media attention, and consumers love to follow their updates. This time, we used their power beyond awareness-spreading and turned them into the pioneers of a meaningful movement.

Coming from a radical belief - marriage is a celebration of love - PNJ answered the couples’ aching question with a pure and earnest call “Có nhau. Mình cưới!”. This simple statement served as a reminder to couples that they don’t need a house, a car, a stable career nor a good social status to get married; they only need the love they have for each other. Tapping on young couples’ already burning desire to register their love, PNJ gave them the much needed encouragement by creating this powerful, influencer-led “Có nhau. Mình cưới!” movement that fought against the restraining norms and gave weddings back its original, sacred meaning.    

Central to this creative idea is the discussion surrounding the burning question “When should we get married?” - raised by our influencers and communities, and followed by the “Có nhau. Mình cưới!” engagement journey of the influential couple Gin Tuấn Kiệt and Puka. Throughout the campaign, PNJ “Trầu cau PNJ” collection appeared as the central symbol of the love that emerged above everything.

The campaign started out with the hero film “When should we get married?”, featuring Thái Hòa and directed by director Võ Thanh Hòa. The film featured a female protagonist’s journey of overcoming her financial worries and arriving at the wedding decision that is due for her long-established relationship. With its unique storyline, the film was able to feature not only the one main story of our protagonist, but several different “Có nhau. Mình cưới!” wedding stories surrounding her that were equally touching and motivating.    

As the film kick-started the discussion across several communities on the true meaning of marriage, PNJ also officially launched the “Trau Cau PNJ" collection signifying a couple's coming together in harmony & commitment. Representing the brand's belief, PNJ featured the journey of Gin Tuấn Kiệt & Puka’s wedding - starting from their engagement announcement all the way to their wedding ceremony & telling their love stories under the concept “We haven’t had… but we have each other” to further reinforce the campaign message. The wedding journey of Gin Tuấn Kiệt & Puka exploded online across social media & media outlets.    

From then, the “Có nhau. Mình cưới!” movement was spread out further via our social engagement under the same concept “We haven’t had… but we have each other”, our Tiktok - Facebook - Youtube content, and amplified by several wedding services and other high-profile marriage like Đoàn Văn Hậu & Doãn Hải My. To walk the talk, PNJ also accompanied the movement with thoughtful promotions and a “Có nhau. Mình cưới!” wedding service exhibition to further support our couples on their wedding journey. We brought this message to every customer nation-wide through our Wedding Fair at every PNJ’s NEXT store & in collaboration with Wedding Gallery, Bridal Show and other famous bridal dress brands.

A combination of meaningful message, credible and talk-of-the-town influencers story, and well-integrated activities across all channels earned “Có nhau. Mình cưới!” the no.1 position in Buzzmetrics Top10 Campaign of September, 2023. Gin Tuấn Kiệt & Puka also positioned in Top Influencer ranking September & November same year & continued on to be in Top 5 in October . Within just a few weeks, the hero video earned a total of nearly 200 million views across different platforms, with 90 million interaction and our social engagement encouraged more than 300 couples to embrace the “Có nhau. Mình cưới!” spirit.  

The hashtag #TraucauPNJ sky-rocketted to 100 million views on Tiktok, 1.5 million interactions, proudly become a hot topic on this respective channel.    

This boosted the sales of PNJ Wedding category to grow 40% in the context of a total market demand decrease of15% in the last quarter of 2023. After 4 months of product launching, PNJ revenue reached 100 billion Vietnam dong, sell through reached 80%, exceeding KPI of 150%, naming the “Trau Cau PNJ" collection as the on-demand product with its hero variation being sold-out.    

The successful communication performance and business performance testified for PNJ’s authentic approach to influencer marketing and our vision of becoming a purposeful brand.