BRAND:
PNJ
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
01/02/2023 - 19/02/2023
CREDITS:
Climax & Kim Chỉ
CASE STUDY VIDEO
STRATEGY
PNJ, a brand that honors True Love, transformed Valentine's Day into the ultimate day ofmarriage proposals, creating a new dimension of celebration for couples all over the country.Long gone are the days when Valentine's Day was just about gifting flowers and chocolates. Byshedding light on the true values of a proposal, PNJ encourages men to prioritize thesignificance of the gesture over practicality and embrace proposal etiquette.To deliver this very mission, Đức Phúc and the British boyband 911 were our strategicinvestments. They have the ability to touch the hearts of Vietnamese of all ages and lovecontexts. Additionally, their ability to reach diverse customers is notable, as Đức Phúc attractsGen Z while 911 band appeals to the Gen Y generation and represents true gentlemen with lifeexperience. The intersection between two generations and two cultures creates a "doubleimpact" in strategy. The concept of proposing may have originated from Western culture, but itis now adjusted to suit Vietnamese culture, making it relatable to everyone.This campaign was designed to reinforce PNJ's image as the ambassador of True Love withthree clear objectives:(1): Win Valentine occasion via Proposal moment to drive Brand Love and Long term BusinessGrowth(2): Win Share of voice on social media by redefining and spreading out Proposal True Meaning& Value to Gen Z & Gen Y(3): Create strong motivation leading to sale conversion via strong CTA message encouragingmen to propose to the woman of their life
INSIGHT
'Men are from Mars, Women are from Venus.
For Vietnamese men, marriage is more than just a feeling. It is a promise and a pledge to love and honor the woman of their life. It is a strong sense of duty that shapes the men's choices and actions when it comes to marriage. They want to give the woman of their life security, comfort and happiness. That's why they care about material and financial aspects - things they consider "grand" and realistic. Therefore, for men, the act of proposing is seen as an unnecessary and trivial formality.
On the other hand, women are often more emotionally driven. True love, for them, requires sincerity and understanding. What they expect is the assurance and the readiness of spirit and emotion. Therefore, proposing is a highly memorable and meaningful moment that carries immense value, making it the best start for a lasting marriage. Without a proposal, women may feel unsure about the depth of their love.
By revealing the true values of marriage proposals, PNJ is determined to bridge the gap in love languages between Vietnamese men and women. From the men's perspective, a sincere proposal represents a willingness to take responsibility, the courage to face life's challenges together, and a commitment to faithfulness in the relationship. For women, a firm ‘I Do' signifies confidence, loyalty, and dedication to their partner.
CREATIVE IDEA
As PNJ is a brand that honors True Love, we believe in the sacredness of proposing, and strive to inspire men to give their women a truly meaningful start to their marriage while reminding women that they deserve a heartfelt proposal.
Our SHOW-NOT-TELL approach ignites the motivation and desire to pop the Proposal and receive the much-awaited answer. Our big idea – “Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời” [Give Us the Best Moment of Our Life], highlighted the power of a uniquely romantic gesture that men can offer their beloveds, leaving an unforgettable impression on both of their hearts.
CONNECTION PLAN
Over the course of twenty days, we guided our audience through three stages with the goal of shifting their perception on marriage proposal, switching off men’s pragmatic mindset on proposal etiquette, capitalizing on the true values of proposal to both men and women, and motivating men to take the proposing action.
Phase 1 – LET THE FACT OUT
PNJ surprised the public by bringing to light a shocking fact on the reality of marriage proposals in Vietnam
We partnered with ZingNews - a popular ezine with a wide readership across generations - to conduct a public survey on the reality of marriage proposals in the country. The results were shocking - "90% of Vietnamese married women revealed that they were not proposed to." This finding quickly went viral on major social media platforms like Facebook and Tiktok, with influencers and communities joining the conversation, sharing their own experiences and points of view on marriage proposals.
Acknowledging the difference in love languages between men and women, we launched a content hub on ZingNews to gather perspectives from both genders on this heated topic and to foster mutual empathy towards their experiences.
Phase 2 – LET LOVE SHINE
PNJ shared its perspective on marriage proposals, sparking a lively social conversation on the topic by capitalizing a hard truth that leaves people rethink on the true values of marriage proposal
Capitalized on the public interest in the shocking fact that "90% of Vietnamese married women revealed that they were not proposed to" unveiled in phase 1, PNJ released a touching hero film called "Trao Nhau Khoảnh Khắc, Ghi Dấu Một Đời”. Setting in the future context of the year 2063, the film showcased three old couples reflecting on the best moment of their life, the one that left an unforgettable impression on their hearts – their marriage proposal moment. These three couples represent the few 10% of married couples in Vietnam that has fortunately given each other a highly memorable and meaningful moment that carries immense value throughout the years of their marriage. The remaining 90% of married couples in Vietnam is deemed to miss out the best moment of their life.
The film became a sensation on Facebook and YouTube platforms not only due to its bespoke, simple, and heartfelt moments of marriage proposal, but also because of the hard truth it carries.
After the success of the film, a Facebook contest was launched to inspire and encourage unproposed lovebirds of all ages and social backgrounds, including influencers, to share their everlasting moments of love.
Phase 3 – LET’S DO THE ASKING
A strong Call-Men-To-Action with strategic collaboration between PNJ and Influencers - Đức Phúc and British band 911
PNJ made every effort to encourage men to propose, leaving no stone unturned in their pursuit.
The music theme was carefully selected to serve as a perfect soundtrack for a romantic proposal, as both Đức Phúc and 911 share a similar music style and performance quality.
Đức Phúc is not only known as the "Prince of Valentine" with numerous love hits but also a mega-influencer for young Millennials and Gen Z, boasting over 1 million fans across all social media channels, including Facebook, Instagram, Tiktok, and Youtube. Meanwhile, 911 exudes charm and sophistication that resonates with Generation Y. The two artists collaborated to create a romantic track called "I Do," which deeply resonated with audiences from all walks of life. The collaboration between these artists symbolized what true love means - bridging gaps, breaking down barriers, and creating something beautiful in the process.
The jewelry brand also covered the basics, such as competitive proposal jewelry deals and a successful mini show of Đức Phúc x 911 on V-day, in hopes to inspire more proposals and create beautiful love stories.
The impact was so remarkable that our Valentine's Day campaign earned free media and was also featured on the national TV channel, VTV.
OBJECTIVE-BASE KPI
PNJ’s BRAND PERFORMANCE:
- Hero ‘True Love' Film:l 10M views /2 weeks (Facebook, Youtube & Tiktok combined )
- MV ‘I Do" : 30M views on Youtube
‘I Do' Minishow Live: 3M views on Youtube
PNJ'S COMMERCIAL PERFORMANCE (Source: Internal Data, Feb ‘23')
