BRAND:
PNJ
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
15/9/2023 - 5/10/2023
CREDITS:
CHEIL, ICON
CASE STUDY VIDEO
STRATEGY
Purposeful marketing has always been one of PNJ’s strategic marketing acceleration pillars - in which business growth goes hand in hand with our contribution to the betterment of people and society. Integrating commerce objectives with a meaningful social campaign was therefore the primary objective of PNJ 2023 Wedding season campaign.
Amidst the bustling noises of wedding news and product-driven communication during the wedding season, especially on Social Media, PNJ was in need of a distinctive story that could capture the heart of our consumers and leave a meaningful imprint onto the season.
PNJ’s “Có nhau. Mình cưới!” campaign weaved the launching of “Trầu cau PNJ” collection together with a beautiful social movement to emphasize on the true meaning of marriage. The campaign went head-on with some of the most aching barriers to modern day’s wedding - social expectations and materialistic standards that users “flex" on social media of a “dream wedding" - and steered the attention of loving couples to what matters most: their love. In doing so, the campaign celebrated the true value, the sacred meaning of marriage and became the most moving call-to-action for weddings. In such conversation, PNJ “Trầu cau PNJ” wedding jewelry collection became the precious token of love - offering a wide range of selection for couples of any situation, weddings of any type, as long as they have each other.
INSIGHT
As the season approaches, “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.
Social media became our hub to turn this from a mere idealistic statement into a mindset-changing movement, and seamlessly connect the call to action to our “Trầu cau PNJ” collection launching.
CREATIVE IDEA
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 “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?”, followed by the “Có nhau. Mình cưới!” wedding journey of the influential couple Gin Tuấn Kiệt and Puka, and spreaded out into a social engagement. Throughout the campaign, PNJ “Trầu cau PNJ” collection - with various promotions and options suitable for any wedding budget, appeared as the central symbol of the love that emerged above everything.
CONNECTION PLAN
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.
OBJECTIVE-BASE KPI
A combination of meaningful message, engaging social movement, and well-integrated commerce activities across all channels earned “Có nhau. Mình cưới!” the no.1 position in Buzzmetrics Top10 Campaign of September, 2023. Within just a few weeks, the hero video earned a total of nearly 200 million views across different platforms 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 of 15% 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.
