To establish brand preference of PNJ as a brand with diverse characteristics and suitable for women at all ages.
Planning & Execution
Using the concept of “Tôn Vinh Giá Trị Đích Thực” (Celebrate the true values), we invented other portraits for beauty that are different from social norms. We then categorized those portraits into three groups of (1) Passion for success, (2) Happy family, (3) Independent & Sexy.
Through channels of microsite, viral, PR, social media, viral and search marketing, we employed six celebrities to promote these three categories and amplified the message onto digital environment.
Effectiveness / Results
We successfully established brand image for 3 key characteristics and pushed sales through wedding season. At the end of campaign, we gained more than 400,000 new visits to website, and more than 30,000 social fans.